The chapter presents the results of a survey aimed to analyze the Country of Origin (COO) effect on consumer buying behavior. A research model testing the COO’s multidimensionality – Country Image (CI), Product Country Image (PCI) and Country Related Product Image (CRPI) – on the Spanish and Chinese consumer intention to buy Italian shoes is applied, verifying the level of product/country of origin’s consistency (FIT), as well as the role of ethnocentrism (CE). 312 questionnaires were collected and processed through structural equations modelling. Results show that COO influences consumers intention to buy through a causal link within the three dimensions, while CE plays a significant, even if weak, role on COO only in the Spanish context and for the CI and CRPI dimensions. Scientific and managerial implications are derived.

Italy’s country image and the role of ethnocentrism in Spanish and Chinese consumers’ perceptions / Bursi, Tiziano; Balboni, Bernardo; Grappi, Silvia; Martinelli, Elisa; Vignola, Marina. - STAMPA. - (2013), pp. 45-64.

Italy’s country image and the role of ethnocentrism in Spanish and Chinese consumers’ perceptions

BURSI, Tiziano;BALBONI, Bernardo;GRAPPI, Silvia;MARTINELLI, Elisa;VIGNOLA, Marina
2013

Abstract

The chapter presents the results of a survey aimed to analyze the Country of Origin (COO) effect on consumer buying behavior. A research model testing the COO’s multidimensionality – Country Image (CI), Product Country Image (PCI) and Country Related Product Image (CRPI) – on the Spanish and Chinese consumer intention to buy Italian shoes is applied, verifying the level of product/country of origin’s consistency (FIT), as well as the role of ethnocentrism (CE). 312 questionnaires were collected and processed through structural equations modelling. Results show that COO influences consumers intention to buy through a causal link within the three dimensions, while CE plays a significant, even if weak, role on COO only in the Spanish context and for the CI and CRPI dimensions. Scientific and managerial implications are derived.
International Marketing and the Country of Origin Effect. The Global Impact of ‘Made in Italy’
G. Bertoli, R. Resciniti
9781781955604
Edward Elgar Publishing Limited
REGNO UNITO DI GRAN BRETAGNA
Italy’s country image and the role of ethnocentrism in Spanish and Chinese consumers’ perceptions / Bursi, Tiziano; Balboni, Bernardo; Grappi, Silvia; Martinelli, Elisa; Vignola, Marina. - STAMPA. - (2013), pp. 45-64.
Bursi, Tiziano; Balboni, Bernardo; Grappi, Silvia; Martinelli, Elisa; Vignola, Marina
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11380/834893
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