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One country, multiple country-related effects: An international comparative analysis among emerging countries on Italian fashion products

Simone Guercini|Tommaso Pucci|Elena Casprini|Lorenzo Zanni
한국마케팅과학회 (Korean Scholars of Marketing Science)|2017.03|Journal of Global Fashion Marketing|제8권 제2호|pp. 98-112|DOI http://dx.doi.org/10.1080/20932685.2016.1274666

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참고문헌

키워드

国家形象Country of origincountry imagefashion products原产国时尚产品emerging countriesItalian fashion新兴国家意大利时尚
주제분류경영학

초록

The purpose of this paper is to understand whether the impact of country image and product-specifi c country-of-origin over the willingness to pay premium prices is diff erent among consumers from diff erent emerging countries. After a review of the literature shedding light on the heterogeneity of country-related cues, the paper provides fi rst empirical evidence of a cross-national analysis based on data gathered from 2364 consumers belonging to 4 emerging countries (China, India, Thailand and Brazil) and the domestic country (Italy). The data-set was used to verify whether country image (i.e. the image consumers have of Italy as a country) and product-specifi c country-oforigin image (i.e. the image consumers have of “Made in Italy” fashion products) impact in a diff erent way on the willingness to pay premium prices for Italian fashion products. Results show that country image and product-specifi c country of origin are country-specifi c, presenting diff erent roles in the countries considered. Country-related cues in marketing strategies are still an important factor aff ecting consumer behaviour, especially for certain products. This paper sheds light on how country-related eff ects for fashion products diff er across countries, with implications for both practitioners and researchers.

Abstract

The purpose of this paper is to understand whether the impact of country image and product-specifi c country-of-origin over the willingness to pay premium prices is diff erent among consumers from diff erent emerging countries. After a review of the literature shedding light on the heterogeneity of country-related cues, the paper provides fi rst empirical evidence of a cross-national analysis based on data gathered from 2364 consumers belonging to 4 emerging countries (China, India, Thailand and Brazil) and the domestic country (Italy). The data-set was used to verify whether country image (i.e. the image consumers have of Italy as a country) and product-specifi c country-oforigin image (i.e. the image consumers have of “Made in Italy” fashion products) impact in a diff erent way on the willingness to pay premium prices for Italian fashion products. Results show that country image and product-specifi c country of origin are country-specifi c, presenting diff erent roles in the countries considered. Country-related cues in marketing strategies are still an important factor aff ecting consumer behaviour, especially for certain products. This paper sheds light on how country-related eff ects for fashion products diff er across countries, with implications for both practitioners and researchers.

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The country of origin effect on retailer buying behavior: a cross-country analysis on Italian footwearBernardo Balboni, Elisa Martinelli, Gianluca Marchi한국마케팅과학회 · Journal of Global Fashion Marketing2014 · 제5권 제2호Ethnicity versus country-of-origin effects: A situational process-focused approach towards designer fashion brand evaluationJean-Eric Pelet, Monia Massarini, Rubens Pauluzzo한국마케팅과학회 · Journal of Global Fashion Marketing2018 · 제9권 제4호Branded there, made here? How country equity influences fashion product consumers in ChinaLiu Feng, Richards Joseph, Shen Dong한국마케팅과학회 · Journal of Global Fashion Marketing2021 · 제12권 제4호Does country of origin affect brand associations? The case of Italian brands in ChinaFrancesca Checchinato, Marta Disegna, Tiziano Vescovi한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2013 · 제23권 제4호An international comparison of “Made in Italy” in the fashion, furniture and food sectors: An observational research study in France, Russia and The United KingdomBeverly Wagner, Bruno Godey, Chris Halliburton, Daniele Pederzoli, Gaetano Aiello, Iana Shokola, Juliette Wilson, Laura Grazzini, Raffaele Donvito한국마케팅과학회 · Journal of Global Fashion Marketing2015 · 제6권 제2호Young consumer’s attitude toward local versus foreign luxury brandsAnwar Sadat Shimul, Isaac Cheah, Macy Hoi Ming Man한국마케팅과학회 · Journal of Global Fashion Marketing2020 · 제11권 제4호

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