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Roberta Crouch

Associate Professor
Marketing and Management
University of Adelaide
Australia

Biography

Roberta has recently returned to Australia from France where she was the Director the MSc in Wine Business at the Burgundy School of Wine and Spirits Business. She is also a past Director of the Masters in Wine Business program at the University of Adelaide and Chair of the University of Adelaide Wine Future Research Cluster. She has researched, extensively, the drivers of premium purchase decisions respective to wine nationally and internationally in established and developing wine markets. This has been both from the consumer and B2B perspectives. Her particular areas of interest include country of origin effects, the power of brand and pricing to influence purchase decisions and establishing and building strong relationships in the wine value chain.

Research Interest

Wine business Cross cultural management Brand Attachment Consumer ability to accurately assess extrinsic product cues The quantification of consumer knowledge and self confidence Country of Origin Effects - development and influence of country image Influence of price on consumer assessment of quality and subsequent purchase intentions Crisis management Building business to business relationships

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