Dr John White

Dr John White

Associate Professor (Senior Lecturer)

Plymouth Business School (Faculty of Arts, Humanities and Business)

Dr John White can be contacted through arrangement with our Press Office, to speak to the media on these areas of expertise.
  • Marketing
  • Advertising
  • Branding
  • Marketing communications


Associate Professor in Marketing


  • PhD Corporate Strategy / Marketing
  • BA (Hons) Marketing
  • Diploma in Marketing Research

Professional membership

  • Fellow of Chartered Institute of Marketing
  • Member of American Marketing Association 
  • Certified Member of Market Research Society
  • Member of Institute of Direct Marketing
  • Member of D&AD (Design and Art Direction)

Roles on external bodies

Deputy Senior Examiner for the Chartered Institute of Marketing (2000 - 2010).



Teaching interests

  • Introduction to / fundamentals of marketing courses, contemporary issues in marketing, and marketing communications (incl. direct marketing and advertising).
  • Recent professional / short course delivery has included a short course on Marketing for Libraries for the Chartered Institute of Librarians and Information Professionals (CILIP), as well as continued involvement in the delivery of the Chartered Institute of Marketing's Professional Diploma and Professional Postgraduate Diploma programmes.

Staff serving as external examiners

  • External Examiner for Cass Business School - City University London (BSc Business Studies) 2008 - 2013
  • External examiner for the University of Huddersfield (MSc Marketing and MSc Marketing Management) 2004 - 2008



Research interests

Principal research interests consist of agri-food supply chains, and marketing activity in Eastern Europe. Brand building and management. Retro-branding. See below for recent publications.

Grants & contracts

  • EU Framework 7 theme 2 (Food, Agriculture, Fisheries and Biotechnology) grant (2008-2011). Project title: FOCUS-BALKANS - Food consumer science in the Balkans: frameworks, protocols and networks for a better knowledge of food behaviours. Grant number: 212579. Grant value: 2.16 million euros.
  • EU INTAS Research Grant (2005 - 2007): Supporting the International Development of the Commonwealth of Independent States Agricultural Sector , 98,480 Euros. INTAS2004-6928
  • Food & Agriculture Organisation of the United Nations (2005), Development of the European Agri-food Markets: Impact on Producers, Consumers and Perspectives, $5,000. EFT174706.
  • World Bank Research Grant (2004): Vertical co-ordination in ECA agri-food chains as an engine of private sector development: Implications for Policy and Bank Bank Operations. $13, 500. EW-P084034-ESW-BB.
  • EU INTAS Research grant (2000-2003): Supply Chain Management and Contractual Relationships in Transitional Food Industries, 60,000 Euros. INTAS99-00753.



Key publications

Key publications are highlighted

Gorton M, Yeh C-H, Chatzopoulou E, White J, Tocco B, Hubbard C & Hallam F (2023) 'Consumers' willingness to pay for an animal welfare food label' Ecological Economics 209, , DOI Open access
Burgess J, Hudson J & White J (2021) 'When deliberation is not possible: Moral dilemmas in fundraising' Journal of Philanthropy and Marketing , DOI Open access
Angell R, Bottomley P, Brecic R, Filipovic J, Gorton M, Logkizidou M & White J (2020) 'Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships' European Sport Management Quarterly , DOI Open access
Angell R, Bottomley P, Gorton M, White J, Bhaskar S & Marder B (2019) 'News You Can Use! Evaluating the Effectiveness of Newsjacking Based Content on Social Media' Information Technology and People , DOI Open access
Angell RJ, Gorton M, Bottomley P & White J (2016) 'Understanding fans' responses to the sponsor of a rival team' EUROPEAN SPORT MANAGEMENT QUARTERLY 16, (2) 190-213 Author Site , DOI Open access
Angell R, Gorton M, Sauer J, Bottomley P & White J (2016) 'Don't Distract Me When I'm Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition' JOURNAL OF ADVERTISING 45, (2) 198-210 Author Site , DOI Open access
Gorton M, Angell R, Dries L, Urutyan V, Jackson E & White J (2015) 'Power, buyer trustworthiness and supplier performance: Evidence from the Armenian dairy sector' INDUSTRIAL MARKETING MANAGEMENT 50, 69-77 Author Site , DOI Open access
Dries L, Gorton M, Urutyan V & White J (2014) 'Supply chain relationships, supplier support programmes and stimulating investment: evidence from the Armenian dairy sector' Supply Chain Management: An International Journal 19, (1) 98-107 Author Site , DOI
White JE, Osmani F & Gorton M (2013) 'Agricultural households, poverty and the rural labour market in Kosovo' Post-Communist Economies 25, (2) 241-252 , DOI
White JE, Filipovic J, Gorton M, Ognjanov G, Stojanovic Z & Brecic R (2013) 'A Qualitative Approach to Understanding Brand Image in an International Context: insights from Croatia and Serbia' International Marketing Review 30, (4) 275-296 , DOI
White JE, Gorton M, Angell R & Tseng Y-S (2013) 'Understanding consumer responses to retailers' cause related voucher schemes: Evidence from the UK grocery sector' European Journal of Marketing 47, (11/12) 1931-1953 , DOI
Dries L, Gorton M, White J, Urutyan V & Sardaryan G (2012) 'The role of agribusiness in stimulating on-farm investments – case-study of the armenian dairy sector' Applied Studies in Agribusiness and Commerce 6, (1-2) 85-91 , DOI
Sauer J, Gorton M & White J (2012) 'Marketing, cooperatives and price heterogeneity: evidence from the CIS dairy sector' AGRICULTURAL ECONOMICS 43, (2) 165-177 Author Site , DOI
White JE, Tantiseneepong N & Gorton M (2012) 'Evaluating responses to celebrity endorsements using projective techniques' Qualitative Market Research: An International Journal 15, (1) 57-69 , DOI
Gorton M & White J (2009) 'Export strategies and performance in the CIS: case study evidence from the dairy sector' Post-Communist Economies 21, (4) 475-494 Author Site , DOI
Gorton M, White J, Dries L, Ignat A, Sardaryan G & Skripnik A (2007) 'Dairy farming and milk marketing relationships in the CIS' Eurasian Geography and Economics 48, (6) 733-747
Gorton M & White J (2007) 'The restructuring of agri-food supply chains in CEE and the CIS - Overview and policy implications' Outlook on Agriculture 36, (4) 237-246
Gorton M, Dumitrashko M & White J (2006) 'Overcoming supply chain failure in the agri-food sector: A case study from Moldova' Food Policy 31, (1) 90-103
White J (2005) 'Applying the clinical inquiry approach to understand and facilitate enterprise restructuring in transition economies: a case study from the Moldovan wine industry' Systemic Practice and Action Research 18 (1), 35-52 , DOI
Gorton M, White J & Dumitrashko M (2005) 'Applying the clinical inquiry approach to understand and facilitate enterprise restructuring in transitional economies: A case study from the Moldovan wine industry' Systemic Practice and Action Research 18, (1) 35-52
Gorton M, Ignat G & White J (2004) 'The evolution of post-Soviet labour processes: a case study of the hollowing out of paternalism in Moldova' International Journal of Human Resource Management 15, (7) 1249-1261
White J (2003) 'The reconfiguration of post-Soviet food industries: evidence from Ukraine and Moldova' Agribusiness 19 (4), 409-424 , DOI
White J (2003) 'The Politics of Agrarian Collapse: Decollectivization in Moldova' East European Politics & Societies 17 (2), 305-331 , DOI
Gorton M, Chernyshova S, Skripnik A, Vinichenko T & White J (2002) 'The decline of Ukrainian agriculture' Southeast European and Black Sea Studies 2, (3) 147-163 , DOI
White J (1998) 'Introduction to special theme: Small and medium enterprise strategy - A small business necessity, not a large firm luxury' LONG RANGE PLANNING 31, (6) 813-814 , DOI
White JE, Gorton M & Chaston I (1996) 'Facilitating High Technology Small Firm Co-operative Networks: Problems and Strategies' Small Business and Enterprise Development 3, (1) 34-47
White JE, Gorton MJ & Chaston I (1996) 'FACILITATING CO‐OPERATIVE NETWORKS OF HIGH‐TECHNOLOGY SMALL FIRMS: PROBLEMS AND STRATEGIES' Journal of Small Business and Enterprise Development 3, (1) 31-47 , DOI
Gorton M, Ness M & White J (2013) 'Segmenting Consumers Using Cluster Analysis: An Application to Food Motivations in the Western Balkan Countries' Food Consumer Science Springer Netherlands 43-55 , DOI
Gorton M & White J (2007) 'Transformation and contracting in the supply chains of the former soviet union: Evidence from Armenia, Georgia, Moldova, Russia and Ukraine' Global Supply Chains, Standards and the Poor: How the Globalization of Food Systems and Standards Affects Rural Development and Poverty 175-187