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From ‘made-in’ to ‘product-country images’ and ‘place branding’: a journey through research time and space
Autori/Curatori: Nicolas Papadopoulos, Statia Elliot, Alessandro De Nisco 
Anno di pubblicazione:  2013 Fascicolo: 2  Lingua: Italiano 
Numero pagine:  21 P. 37-57 Dimensione file:  633 KB
DOI:  10.3280/MC2013-002003
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The article first reviews the title field, by tracing its evolution from the original notion of "made-in images" of the 1960s to the broader "product-place associations" of the 1990s and today’s "place branding", and then, based on studies by the authors and their associates, examines key findings that summarize the area’s current state of knowledge and future challenges. This includes the use of place cues in advertising, the content of place images and their role in foreign direct investment, cross-cultural variations and the animosity construct, and models of product and tourism image effects. A summary note highlights some of the key problems facing the practice of place branding today and the nearly limitless opportunities for future research in this field.

L’articolo propone una rassegna della letteratura sull’"effetto country of origin", tracciandone l’evoluzione dalla nozione originaria di "made-in images" sviluppata negli anni Sessanta, al più ampio concetto di "product-place associations" degli anni Novanta fino ai più recenti studi sul "place branding". A partire dai contributi analizzati vengono evidenziate le principali risultanze, l’attuale stato dell’arte e le prospettive future di questo campo di studi. In particolare, le tematiche oggetto di approfondimento includono l’utilizzo dell’immagine-Paese nelle strategie di advertising, le modalità di operazionalizzazione del costrutto "place image" e il suo ruolo nelle scelte di investimenti diretti esteri, l’impatto delle differenze culturali e dell’animosità e i principali modelli che analizzano l’influenza dell’immagine territoriale come leva per la promozione turistica e dei prodotti nazionali. Una nota conclusiva sintetizza le principali criticità connesse all’applicazione pratica delle strategie di place branding e le opportunità di ricerca quasi illimitate offerte in prospettiva futura da questo campo di indagine.
Keywords: Paese di origine; immagine Paese; effetto made-in; effetto country oforigin; marchio territoriale; marketing territoriale; imagine turistica; animosità; marca nazionale.

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Nicolas Papadopoulos, Statia Elliot, Alessandro De Nisco, in "MERCATI & COMPETITIVITÀ" 2/2013, pp. 37-57, DOI:10.3280/MC2013-002003


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