Marketing professor's article accepted in Journal of Product and Brand Management
Marketing professor Attila Yaprak had an article accepted in the Journal of Product and Brand Management. The article, titled "Of Countries, Places, and Place-Brand and Product Associations: An Inventory of Dispositions and Issues Relating to Place Image and its Effects," was co-authored with Nick Papadopoulos, Mark Cleveland and Boris Bartikowski. The JPBM has a 2017 Scopus Cite score of 2.71 and had a 2017 impact factor of 2.757-- only publishing 16 percent of the manuscripts submitted to the journal last year.
Abstract
This study presents a typology of consumer dispositions toward 'place' and relates it to the underlying theories, inputs, and outcomes of place images and attitudes. Its aim is to unclutter the crowded research landscape of consumer behaviour constructs on place images in international marketing by providing an integrated perspective on product/brand place associations in international branding. The paper is an integrated review of the extant literature on place brand associations and discusses the consumer dispositions, their underlying theories, and other elements related to place images. Thirty-two dispositions, 10 inputs to image formation, 28 permutations that complicate understanding of place images, and 18 outcomes of these combinations are discussed, providing a comprehensive perspective of the images of, and behaviours toward, various types of places ranging from countries to geographic regions. Of the large number of constructs and combinations among them that are discussed, some have been studied fairly extensively but most comprise "the road(s) less travelled". The paperidentifies relevant research gaps and offers opportunities for new research. Managers are aware and act upon some of the inventoried dispositions but can benefit by considering the complete array of constructs and concepts that are discussed in this paper. Individuals' dispositions toward various places help shape their self and social identities and are important in their daily lives and consumption behaviour.
