Of countries, places and product/brand place associations: an inventory of dispositions and issues relating to place image and its effects
Purpose: This study focuses on an inventory and typology of consumer dispositions towards “place” and relates it to the underlying theories, inputs and outcomes of place images and attitudes, aiming to unclutter a crowded research landscape by providing a holistic perspective of product/brand place associations. Design/methodology/approach: The paper draws on extant literature to identify, analyze and discuss the consumer dispositions, theories and other elements related to place. Findings: In total, 32 dispositions, 10 inputs to image formation, 28 permutations that complicate the understanding of place images, and 18 outcomes are discussed, providing a comprehensive perspective of the images of, and behaviours towards, various types of places from neighbourhoods to countries and beyond. Research limitations/implications: 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 paper identifies relevant research gaps and numerous opportunities for new research. Practical implications: 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. Social implications: Individuals’ dispositions towards various places help to shape their self and social identities and are important in their daily life and consumption behaviour. Originality/value: The study brings together for the first time a complete inventory of place-related dispositions alongside a wide range of related theories and concepts, thus advancing our knowledge of the nature and role of the country and other place-related images of products and brands.
|Keywords||Attitude theory, Brand origin, Consumer dispositions, Country-of-origin, Identity theory, Image theory, Place, Place image, Product-country image, Schema theory|
|Journal||Journal of Product and Brand Management|
Papadopoulos, N, Cleveland, M. (Mark), Bartikowski, B. (Boris), & Yaprak, A. (Attila). (2018). Of countries, places and product/brand place associations: an inventory of dispositions and issues relating to place image and its effects. Journal of Product and Brand Management. doi:10.1108/JPBM-09-2018-2035