Made in Italy and Country of Origin Effect

Author/s Giuseppe Bertoli, Riccardo Resciniti
Publishing Year 2013 Issue 2013/2 Language Italian
Pages 24 P. 13-36 File size 745 KB
DOI 10.3280/MC2013-002002
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

The attention of management and marketing scholars for the so-called "Country of Origin Effect" has increased in recent years thanks to the growing importance of internationalization strategies. The dialectic between globalization of markets and the role of local territories has prompted companies to evaluate the role of the perceived image of their country and to use it when convenient. Many companies, in fact, demonstrate to be able to build a branding mix between company brand and country brand in order to differentiate their product offering. The paper, deriving from the introductory speech at the 2012 Annual Conference of Società Italiana Marketing that took place in the University of Sannio, analyzes the global impact of Made in Italy in relation to the studies on Country of Origin Effect. Particular emphasis in this regard is given to the results of a research project born within Società Italiana Marketing on the topic "International Marketing and the Country of Origin effect. The Global Impact of ‘Made in Italy", involving twelve study groups from twenty one Italian Universities under the supervision of the authors of this paper, with a specific intent: bridging the gap in the international literature in order to better understand the Country of Origin Effect on purchase intention of Made in Italy products of consumers from emerging countries. Finally the paper outlines the implications for managers as well as policy makers.

Keywords: Made in Italy, Country of Origin Effect, International Marketing, Entry Strategies

  1. Li W., Wyer R.S. (2001). The Role of Country of Origin in Product Evaluation: Informational and Standard-of-Comparison Effects. Journal of Consumer Psychology, 3 (2): 187-212.
  2. Aaker D.A. (1991). Managing Brand Equity. New York: Macmillan.
  3. Aaker D.A., Keller K.L. (1990). Consumer Evaluation of brand Extension. Journal of Marketing, 54 (1): 27-41. DOI: 10.2307/1252171
  4. Aiello G., Donvito R., Ewing M. (2011). Country and Brand Image: An International Investigation. Academy of Marketing Science, Coral Gables, Florida, USA, May.
  5. Bannister J.P., Saunders J.A. (1978). UK Consumers’ Attitudes toward Imports: The Measurement of National Stereotype Image. European Journal of Marketing, 12(8): 562-570. DOI: 10.1108/EUM0000000004982
  6. Bilkey W.J., Nes E.B. (1982). Country-of-Origin Effects on Product Evaluations. Journal of International Business Studies, 8 (1): 89-99.
  7. Bertoli G., Resciniti R. (eds.) (2012). International Marketing and the Country of Origin Effect, Cheltenham, E. Elgar.
  8. Busacca B. (2005), Made in Italy: la tutela di una marca che non c’è. Economia & Management, n. 1.
  9. Busacca B., Bertoli G., Molteni L. (2006). Consumatore, marca ed effetto Made in. Evidenze dall’Italia e dagli Stati Uniti. Finanza Marketing e Produzione, XXIV (2): 5-32.
  10. Draghi M. (2011). Considerazioni finali anno 2010. Banca d’Italia, Assemblea ordinaria dei partecipanti, 31 maggio.
  11. Eckhardt J.T., Shane S.A. (2003). Opportunities and entrepreneurship. Journal of Management, June, 29 (3): 333-349.
  12. Erickson G.M., Johansson J.K., Chao P. (1984). Images Variables in Multi-attribute Product Evaluations: Country-of-Origin Effects. Journal of Consumer Research, 11, September: 694-699. DOI: 10.1086/209005
  13. Fishbein M., Aizen I. (1975). Beliefs, Attitude, Intention and Behavior. An Introduction to Theory and Research, Reading MA: Addison Wesley.
  14. Hamzaoui L., Merunka D. (2006). The Impact of Country of Design and Country of Manufacture on Consumer Perceptions of Bi-national Products’ Quality: An Empirical Model based on the Concepts of Fit. Journal of Consumer Marketing, 23 (3):145-155. DOI: 10.1108/07363760610663303
  15. Haubl G., Helrod T. (1999). The Impact of Congruity between Brand Name and Country of Production on Consumers’ Product Quality Judgments. International Journal of Research in Marketing, 37 (1.2): 133-53.
  16. Insh G.S., McBride J.B. (2004). The Impact of Country of Origin Cues on Consumer Perceptions of Product Quality: A B-national Test of the Decomposed Country-of-Origin Construct. Journal of Business Research, 57 (3): 256-65. DOI: 10.1016/S0148-2963(02)00323-5
  17. ICE (2012), L’Italia nell’economia internazionale. Rapporto 2011-2012, Roma, Agenzia per la promozione all’estero e l’internazionalizzazione delle imprese.
  18. Jaffe E.D., Nebenzhal, I.D. (1993). Global Promotion of Country Image: do Olympics Count?”. In: Papadopoulos N., Heslop A. (a cura di). Product-Country Images: Impact and Role in International Marketing. New York: International Business Press.
  19. Johanson J.K., Nebenzahl I.D. (1986). Multinational Production: Effects on Brand Value. Journal of International Business Studies, 17 (3): 101-126. DOI: 10.1057/palgrave.jibs.8490861
  20. Keller K.L. (1993). Conceptualizing Measuring and Managing Customer-based Brand Equity. Journal of Marketing, 57 81): 1-17. Made in Italy e Country of Origin Effect
  21. Knight G.A., Calantone R.J. (2000). A Flexible Model of Consumer Country of Origin Perceptions: A Cross-cultural Investigation. International Marketing Review, 17 (2): 127-145. DOI: 10.1108/02651330010322615
  22. Koubaa Y.(2008), Country of Origin, Brand Image Perception, and Brand Image Structure. Asia Pacific Journal of Marketing and Logistics, 20 (2): 139-155. DOI: 10.1108/135558508010864524
  23. Laroche M., Papadopoulos N., Heslop L.A., Mourali M. (2005). The Influence of Country Image Structure on Consumer Evaluations of Foreign Products. International Marketing Review, 16 (1): 18-39. DOI: 10.1108/02651330510581190
  24. Matarazzo M. (2012). Le strategie internazionali delle medie imprese. Nuovi mercati e modalità di entrata. Milano: FrancoAngeli.
  25. Martin I.M., Eroglu S. (1993). Measuring a Multi-dimensional Construct: Country Image. Journal of Business Research, 28 (3): 191-210. DOI: 10.1016/01482963(93)90047
  26. Nagashima A. (1970). Comparative ‘Made in’ Products Image Survey Among Japanese Businessmen. Journal of Marketing, 41 (3): 95-100. DOI: 10.2307/1250943
  27. Nebenzahl I.D., Jaffe E.D., Lampert S.I. (1997). Towards a theory of country Image Effect on Product Evaluation. Management International Review, 37 (1): 27-49.
  28. Papadopoulos N., Heslop, L.A. (1993) (eds.). Product-Country Images: Impact and Role in International Marketing. New York: International Business Press.
  29. Pavitt K. (1984). Sectoral Patterns of Technical Change: Toward a Taxonomy and a Theory. Research Policy, 13: 343-47. DOI: 10.1016/0048-7333(84)90018-0
  30. Pappu R., Quester P.G., Cooksey R.W. (2007). Consumer-based brand Equity: Improving the Measurement – Empirical Evidence”. Journal of Product and Brand Management, 14 (2/3): 143-54. DOI: 10.1108/10610420510601012
  31. Pecotich A., Ward S. (2007). Global Branding, Country of Origin and Expertise. An Experimental Evaluation. International Marketing Review, 24: 3-15. DOI: 10.1108/02651330710755294
  32. Peterson R.A., Jolibert A.J. (1995). A Meta-Analysis of Country of Origin Effects. Journal of International Business Studies, 26 (4): 883-900. DOI: 10.1057/palgrave.jibs.8490824
  33. Resciniti R., Fortuna D., Matarazzo M. (2012). Strategie e posizionamento nei mercati esteri, FrancoAngeli, Milano.
  34. Roth K.P., Diamatopoulos A. (2009). Advancing the Country Image Construct. Journal of Business Research, 62: 726-40. DOI: 10.1016/j.busres.2008.05.014
  35. Roth M.S., Romeo J.B. (1992). Matching Product Category and Country Image Perceptions: A Framework for Managing Country of Origin Effects. Journal of International Business Studies, 23 (3): 477-97. DOI: 10.1057/palgrave.jibs.8490276
  36. Schooler R.D. (1965). Product Bias in Central America Common Market. Journal of Marketing Research, 2 (November): 394-97.
  37. Wang C.L., Yang Z. (2008). A Meta-Analysis of Effect Sizes in International Marketing Experiments. International Marketing Review, 25 (3): 276-291. DOI: 10.1108/02651330810877216

  • Principles of reshoring development in luxury goods sector1 Michał Młody, Beata Stępień, in International Journal of Management and Economics /2020 pp.140
    DOI: 10.2478/ijme-2020-0011
  • It Seems Italian, Doesn’t It? An Exploratory Analysis of English and Spanish Consumers about Italian Appearance Food Products Mariarosaria Simeone, Morena Cinquegrana, Carlo Russo, in Foods /2022 pp.1392
    DOI: 10.3390/foods11101392
  • English and other languages in Italian advertising Paola Vettorel, Valeria Franceschi, in World Englishes /2019 pp.417
    DOI: 10.1111/weng.12432
  • Effects of cultural distance on foreign acquisitions: evidence from italian acquired firms Michela Matarazzo, Gabriele Barbaresco, Resciniti Riccardo, in MERCATI & COMPETITIVITÀ 3/2016 pp.159
    DOI: 10.3280/MC2016-003009
  • Italian Food? Sounds Good! Made in Italy and Italian Sounding Effects on Food Products' Assessment by Consumers Flavia Bonaiuto, Stefano De Dominicis, Uberta Ganucci Cancellieri, William D. Crano, Jianhong Ma, Marino Bonaiuto, in Frontiers in Psychology 581492/2021
    DOI: 10.3389/fpsyg.2021.581492
  • Corporate museums as heritage vehicles: A comparative analysis between family and non-family businesses Mara Cerquetti, Marta Maria Montella, Domenico Sardanelli, in CORPORATE GOVERNANCE AND RESEARCH & DEVELOPMENT STUDIES 2/2023 pp.65
    DOI: 10.3280/cgrds2-2022oa13773
  • Le imprese italiane dell'industria agro-alimentare: mercati internazionali, relazioni di canale e strategie e politiche di branding Tiziano Bursi, Giovanna Galli, in MERCATI & COMPETITIVITÀ 2/2015 pp.15
    DOI: 10.3280/MC2015-002002
  • Curiosity as Brazilian tourist motivation in visiting Europe Maria Vincenza Ciasullo, Roberto Tommasetti, Orlando Troisi, Massimiliano Vesci, in Revista Brasileira de Pesquisa em Turismo /2019 pp.140
    DOI: 10.7784/rbtur.v13i3.1596
  • R&D internationalization in asian developing countries: evidence from european multinationals Stefano Bresciani, Alberto Ferraris, Manlio Del Giudice, in MERCATI & COMPETITIVITÀ 3/2016 pp.25
    DOI: 10.3280/MC2016-003003
  • Marketing in Culturally Distant Countries Giovanna Magnani, pp.93 (ISBN:978-3-031-04831-9)
  • The role of language in international trade and the “made in Italy” Amir Maghssudipour, Marco Bellandi, Annalisa Caloffi, in Journal of Industrial and Business Economics /2023 pp.677
    DOI: 10.1007/s40812-022-00238-w
  • Introduction. New frontiers for competition: Outcomes from the 13th CIRCLE International conference Enrico Bonetti, Michele Simoni, in MERCATI & COMPETITIVITÀ 1/2017 pp.15
    DOI: 10.3280/MC2017-001002
  • Business Models and ICT Technologies for the Fashion Supply Chain Valentina Mazzoli, Diletta Acuti, Lorenzo Magherini, Romeo Bandinelli, Raffaele Donvito, Dinorá Eliete Floriani, pp.37 (ISBN:978-3-319-98037-9)
  • Le imprese del Nord Est alla conquista dei mercati emergenti Guido Bortoluzzi, Marina Chiarvesio, Raffaella Tabacco, in ECONOMIA E SOCIETÀ REGIONALE 2/2014 pp.31
    DOI: 10.3280/ES2014-002003
  • Consumer boycott of companies implementing offshoring strategies Silvia Grappi, in MERCATI E COMPETITIVITÀ 3/2015 pp.123
    DOI: 10.3280/MC2015-003007
  • How Are Destination Image and Travel Intention Influenced by Misleading Media Coverage? Consequences of COVID-19 Outbreak in China Shaohua Yang, Salmi Mohd Isa, T. Ramayah, in Vision: The Journal of Business Perspective /2022 pp.80
    DOI: 10.1177/0972262921993245
  • Two faces of the same coin: how the interplay between organizational and territorial culture builds the concept of service culture Laura I.M. Colm, Antonella Carù, in MERCATI & COMPETITIVITÀ 3/2016 pp.87
    DOI: 10.3280/MC2016-003006

Giuseppe Bertoli, Riccardo Resciniti, Made in Italy e country of origin effect in "MERCATI & COMPETITIVITÀ" 2/2013, pp 13-36, DOI: 10.3280/MC2013-002002