The purpose of this paper is to understand whether the impact of country image and product-specific country-of-origin over the willingness to pay premium prices is different among consumers from different emerging countries. After a review of the literature shedding light on the heterogeneity of country-related cues, the paper provides first 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-specific country-oforigin image (i.e. the image consumers have of “Made in Italy” fashion products) impact in a different way on the willingness to pay premium prices for Italian fashion products. Results show that country image and product-specific country of origin are country-specific, presenting different roles in the countries considered. Country-related cues in marketing strategies are still an important factor affecting consumer behaviour, especially for certain products. This paper sheds light on how country-related effects for fashion products differ across countries, with implications for both practitioners and researchers.
Scheda prodotto non validato
Scheda prodotto in fase di analisi da parte dello staff di validazione
|Titolo:||One country, multiple country-related effects: An international comparative analysis among emerging countries on Italian fashion products|
|Citazione:||Pucci, T., Elena, C., Simone, G., & Zanni, L. (2017). One country, multiple country-related effects: An international comparative analysis among emerging countries on Italian fashion products. JOURNAL OF GLOBAL FASHION MARKETING, 8(2), 98-112.|
|Appare nelle tipologie:||1.1 Articolo in rivista|
File in questo prodotto: