Handbook of Research in International Marketing, Second Edition
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Handbook of Research in International Marketing, Second Edition

Edited by Subhash C. Jain and David A. Griffith

The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today’s most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future.
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Chapter 5: Place Brands and Brand-place Associations: The Role of ‘Place’ in International Marketing

Nicolas Papadopoulos, Alia el Banna, Steven A. Murphy and Jose I. Rojas-Mendez


Nicolas Papadopoulos, Alia el Banna, Steven A. Murphy and José I. Rojas-Méndez INTRODUCTION The field that studies the potential effects of a product’s Country of Origin (CO) or Product-Country Image (PCI) on buyer behaviour is often cited as ‘the’ or ‘one of the’ most researched in international marketing (Tan and Farley, 1987; Peterson and Jolibert, 1995; Jaffe and Nebenzahl, 2006). Indeed, at the first International Marketing Theory Conference of the Center of International Business Education and Research at the University of Connecticut, in 2001, drawing from his comprehensive database of the relevant literature, one of the authors of this chapter reported 766 PCI publications during the 40 years since the inception of the field in the 1960s (Papadopoulos and Heslop, 2003). Of these, 361 were journal articles. The same database shows the number of journal articles to have gone over the 1000 mark as of this writing in 2010, or an increase of about 150 per cent over less than a decade. This suggests that research interest in this area continues unabated and, if anything, has increased dramatically now that ‘place-’ or ‘nation-’ branding, the flip-side of the PCI coin, has become popular. Since, with globalization, almost anything can be produced almost anywhere, there has been some criticism concerning the relevance of the field to contemporary markets – consumers, it is argued, may not know or care about exactly where the products they buy are made (e.g. Liefeld, 2004; Samiee et al., 2005; Usunier, 2006). We will discuss these concerns...

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