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Aufmerksamkeit Frau Merkel! Animosità economica, etnocentrismo ed effetto country-of-origin: uno studio sulla percezione della Germania in Italia durante la crisi dell’euro
Titolo Rivista: MERCATI & COMPETITIVITÀ 
Autori/Curatori: Alessandro De Nisco, Giada Mainolfi, Vittoria Marino, Maria Rosaria Napolitano 
Anno di pubblicazione:  2015 Fascicolo: Lingua: Italiano 
Numero pagine:  24 P. 87-110 Dimensione file:  768 KB
DOI:  10.3280/MC2015-002006
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


Questo studio analizza la relazione esistente tra animosità economica, etnocentrismo del consumatore ed effetto country-of-origin. Sulla base di un’analisi critica della letteratura gli autori sviluppano e propongono un modello di analisi che viene testato su un campione di 203 studenti italiani con riferimento alla percezione dell’immagine Paese della Germania durante la crisi dell’Euro. I risultati mostrano che l’animosità economica verso una nazione percepita come "ostile" esercita un effetto negativo sulla propensione all’acquisto dei prodotti ad essa associati ed un effetto positivo sulla preferenza per i prodotti nazionali. Come previsto, invece, l’animosità economica non produce alcun effetto negativo sulla valutazione dell’immagine generale del Paese e sul giudizio relativo ai prodotti made in. L’etnocentrismo, d’altra parte, influenza negativamente sia la propensione all’acquisto dei prodotti esteri che (in parte) la valutazione degli stessi. La ricerca inoltre dimostra l’esistenza di una relazione gerarchica tra immagine generale di un Paese, immagine dei suoi prodotti e propensione all’acquisto. A partire dai risultati, gli autori discutono la collocazione e l’originalità dello studio nella letteratura di riferimento ed i suoi limiti, evidenziando le relative implicazioni manageriali e di ricerca.


Keywords: Animosità economica, etnocentrismo, immagine Paese, effetto countryof- origin

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Alessandro De Nisco, Giada Mainolfi, Vittoria Marino, Maria Rosaria Napolitano, in "MERCATI & COMPETITIVITÀ" 2/2015, pp. 87-110, DOI:10.3280/MC2015-002006

   

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