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Edited by Subhash C. Jain and David A. Griffith
Chapter 5: Place Brands and Brand-place Associations: The Role of ‘Place’ in International Marketing
5 Place brands and brand-place associations: the role of ‘place’ in international marketing 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....
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