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Home > About Sasin > Faculty > Yupin Patara, Ph.D. |
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Expertise: |
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Dr. Patara’s research interest is in the area of marketing strategy specifically in branding, pricing and international marketing. Her doctoral dissertation was on the role of certification marks in marketing which was supervised by Professor Kent B. Monroe, a pioneered research on psychology of pricing strategy. Her teaching interest is in marketing management, brand management, pricing strategy and global marketing.
Dr. Patara was a Visiting Assistant Professor of Marketing at Rutgers University, the State University of New Jersey, USA (2008-2009). She was an Instructor at University of Illinois at Urbana Champaign, USA (2005-2007) where she received her docterate degree.
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Selected Publications: |
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Manuscripts in Preperation
- The Effects of a Certification Cobrand and Price on Consumers’ Product Evaluations and
Purchase Intentions. (with Kent B Monroe)
- Not Made-in-China: Using Cue Consistency Theory to Investigate Effects of the Country of Origin Labeling Act (2002). (with Kent B Monroe)
- Understand the Role of Hybrid-level Country of Origin in Consumers’ Product Evaluations. (with Kent B Monroe)
Professional Presentations and Conference Proceedings
- Patara, Yupin and Kent B. Monroe, “Investigate Effects of the Country of Origin Labeling Act (2002),” Global Brand Management Conference, Istanbul, Turkey, June 21, 2010
- Patara, Yupin and Kent B. Monroe, “Understanding Certification Cobrand Strategy,” 2009 SCP Conference Working Paper Session.
- Patara, Yupin, “Cost of Certification and Perceptions of Value,” Pricing Research Camp, Champaign, IL, May, 2009.
- Patara, Yupin and Kent B. Monroe, “The Effects of a Certification Cobrand and Price on
Consumers’ Product Evaluations and Purchase Intentions.,” 2009 Academy of Marketing Science (AMS) Conference, Baltimore, MD, May 22, 2009.
- Patara, Yupin and Kent B. Monroe, “Understand the Role of Hybrid-level Country of Origin in Consumers’ Product Evaluations,” 2008 ACR Conference Working Paper Session.
- Patara, Yupin, “The Effects of a Certification Cobrand and Price on Buyers’ Perceptions of Value and Willingness to Buy,” Drexel University, Pricing Conference 2008, Philadelphia, PA, September 20, 2008.
- Patara, Yupin and Kent B. Monroe, “Using Cue Consistency Theory to Investigate Potential Effects of the Country of Origin Labeling Act (2002),” 2008 SCP Conference Working Paper Session.
- Patara, Yupin and Kent B. Monroe, “The Effects of a Certification Cobrand and Price on Consumers’ Product Evaluations and Purchase Intentions,” Pricing Research Camp, Champaign, IL, May 26, 2007.
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Research Seminar
- University of Illinois at Urbana Champaign, Champaign, IL, March 2008.
- Rutgers University, State University of New Jersey, NJ, May 2008; January 2009.
- Drexel University, Philladelphia, PA, November 2008.
- Pace University, New York, NY, May 2009
- Fordham University, New York, NY, May 2009
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Other: |
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- Ratchadaphiseksomphot Research Grant (120,000 baht), Chulalongkorn University,Bangkok, Thailand, 2010.
- Research Grant ($5,000), University of Illinois at Urbana-Champaign, Champaign, IL, USA, 2007.
- Winner, Doctoral Dissertation Award on Behavioral Pricing September 2007, Fordham University, New York, NY; Individual Choice Behavior Scholarship 2007, Massachusetts Institute of Technology, Cambridge, MA; M. Frances Henry Graduate Fellowship 2003-2005, University of Illinois at Urbana-Champaign
- Ad Hoc Reviewer, Journal of Consumer Psychology, 2006-2008. Reviewer for Society for Consumer Research (SCP) Conference, 2008, 2009, 2010; Reviewer for Academy of Marketing Science (AMS) Conference, 2009; Reviewer for Association for Consumer Research, 2010; Reviewer for Behavioral Pricing Conference, 2007, 2008, 2009.
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| Class Evaluations
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Credentials: |
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Doctoral of Philosophy (Fall 2008); Master of Science in Accountancy; Master of Science in Finance, University of Illinois at Urbana – Champaign, USA; Bachelor of Business Administration, Thammasat University, Bangkok, Thailand. |
Contact: |
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yupin.patara@sasin.edu
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