Professor Johan Bruwer

Senior Marketing Scientist

Johan specialises in wine marketing, winery business management and tourism.

He has published more than 150 research journal articles, book chapters, book reviews, editorials and research reports in the broader areas of marketing, consumer behaviour, tourism, and business management.

Prior to commencing his academic career Johan gained experience in senior management positions in private industry, and established his own research consultancy business.

Johan maintains a strong industry focus and has developed and presented workshops and short training courses for industry partners throughout Europe, the Americas, Australasia and South Africa.

He is the Editor-in-Chief of the International Journal of Wine Business Research, and is a member of the American Marketing Association and the Australian and New Zealand Marketing Academy.

Academic Publications

Bruwer, J., Saliba, A.J. and Miller, B. (2011). Consumer behaviour and sensory preference differences: Implications for wine product marketing, Journal of Consumer Marketing, 28(1), 5-18.

Alant, K. and Bruwer, J. (2010). Winery visitation sets: Intra-regional spatial movement of wine tourists in branded wine regions, International Journal of Wine Business Research, 22(2), 191-210.

Bruwer, J. and Johnson, R. (2010). Place-based marketing and regional branding strategy perspectives in the California wine industry, Journal of Consumer Marketing, 27(1), 5-16.

Famularo, B., Bruwer, J. and Li, E. (2010). Region of origin as choice factor: Wine knowledge and wine tourism involvement influence, International Journal of Wine Business Research, 22(4), 362-385.

Bruwer, J. and Alant, K. (2009). The hedonic nature of wine tourism consumption: An experiential view, International Journal of Wine Business Research, 21(3), 235-257.

Lacey, S., Bruwer, J. and Li, E. (2009). The Role of perceived risk in wine purchase decisions in restaurants, International Journal of Wine Business Research, 21(2), 99-117.

McCutcheon, E., Bruwer, J. and Li, E. (2009). Region of origin and its importance among other choice factors in the wine buying decision-making of consumers, International Journal of Wine Business Research, 21(3), 212-234.

Bruwer, J. and Li, E. (2007). Wine-related lifestyle (WRL) segmentation: Demographic and behavioural effects, Journal of Wine Research, 18(1), 19-34.

Johnson, R. and Bruwer, J. (2007). Regional brand image and perceived wine quality: The consumer perspective, International Journal of Wine Business Research, 19(4), 276-297.

Bruwer, J. and Wood, G. (2005). The Australian online wine-buying consumer: Motivational and behavioural perspectives, Journal of Wine Research, 16(3), 193-211.

Alant, K. and Bruwer, J. (2004). Wine Tourism behaviour in the context of a motivational framework for wine regions and cellar doors, Journal of Wine Research, 15(1), 15-35.

Johnson, T.E. and Bruwer, J. (2004). Generic consumer risk-reduction strategies (RRS) in wine-related lifestyle segments in the Australian wine market, International Journal of Wine Marketing, 16(1), 5-35.

Bruwer, J. (2003). South African wine routes: Some perspectives on wine tourism industry structural dimensions and the wine tourism product, Tourism Management, 24(4), 423-435.

Johnson, T.E. and Bruwer, J. (2003). An empirical confirmation of wine-related lifestyle segments in the Australian wine market, International Journal of Wine Marketing, 15(1), 5-33.

Bruwer, J., Li, E. and Reid, M. (2002). Segmentation of the Australian wine market using a wine-related lifestyle approach, Journal of Wine Research, 13(3), 217-242.

Pitt, M., Bruwer, J., Nel, D. and Berthon, P. (1999). A framework for research in internal marketing and the study of service quality, Management Research News, 22(7), 1-11.

Bruwer, J. (1997). Solving the ideal tenant mix puzzle for a proposed shopping centre: A practical research methodology, Property Management, 15(3), 160-172.

 

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