One country, multiple country-related effects: An international comparative analysis among emerging countries on Italian fashion products. Issue 2 (3rd April 2017)

• Record Type: Journal Article
• Authors: Pucci, Tommaso; Casprini, Elena; Guercini, Simone; Zanni, Lorenzo
• Is Part Of: Journal of global fashion marketing. Volume 8:Issue 2(2017)
• Page Start: 98
• Page End: 112
• Publication Date: 2017-04-03
• Subjects: Country of origin -- country image -- emerging countries -- fashion products -- Italian fashion; 原产国 -- 国家形象 -- 新兴国家 -- 时尚产品 -- 意大利时尚; Fashion -- Periodicals; Fashion merchandising -- Periodicals; 687.0688
• DOI: 10.1080/20932685.2016.1274666
• Languages: English
• ISSNs: 2093-2685

Abstract

Abstract: 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-of-origin 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.