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, hospitality management, and business management. Johan was appointed as a member of the 2018 ERA-REC: Economics and Commerce panel of the Australian Research Council. He was also awarded a researcher rating in the “internationally acclaimed researchers” category by the National Research Foundation.
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.
Bruwer, J. and Cohen, J. (2019). Restaurants and wine by-the-glass consumption: Motivational process model of risk perception, involvement and information-related behaviour, International Journal of Hospitality Management, 77, 270-280.
Bruwer, J., Prayag, G. and Disegna, M.E. (2018). Why wine tourists visit cellar doors: Segmenting motivation and destination image, International Journal of Tourism Research, 20(3), 355-366.
Bruwer, J. and Li, E. (2017). Domain-specific market segmentation using a latent class mixture modelling approach and wine-related lifestyle (WRL) algorithm, European Journal of Marketing, 51(9/10), 1552-1576.
Bruwer, J., Palacios Arias, A. and Cohen, J. (2017). Restaurants and the single-serve wine by-the-glass conundrum: Risk perception and reduction effects, International Journal of Hospitality Management, 62, 43-52.
Bruwer, J., Gross, M.J. and Lee, H.C. (2016). Tourism destination image (TDI) perception within a regional winescape context, Tourism Analysis: An Interdisciplinary Journal, 21(2-3), 173-187.
Bruwer, J. and Kelley, K. (2015). Service performance quality evaluation and satisfaction in a USA wine festivalscape: Buying behavioural effects, International Journal of Event and Festival Management, 6(1), 18-38.
Bruwer, J. (2014). Service quality perception and satisfaction: Buying behaviour prediction in an Australian festivalscape, International Journal of Tourism Research, 16(1), 76-86.
Bruwer, J. (2014). “Consumer behaviour insights and wine” in Charters, S. and Gallo, J. (Eds.), Wine Business Management, Pearson France, Paris: France, chapter 11, 145-161.
Bruwer, J. and Rawbone-Viljoen, C. (2013). BYOB as a risk-reduction strategy (RRS) for wine consumers in the Australian on-premise foodservice sector: Exploratory insights, International Journal of Hospitality Management, 32(1), 21-30.
Bruwer, J., Coode, M., Saliba, A.J. and Herbst, F. (2013). Wine tourism experience effects of the tasting room on consumer brand loyalty, Tourism Analysis: An Interdisciplinary Journal, 18(4),
Bruwer, J., Lesschaeve, I. and Campbell, B.L. (2012). Consumption dynamics and demographics of Canadian wine consumers: Retailing insights from the tasting room channel, Journal of Retailing and Consumer Services, 19(1), 45-58.
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.