One country, multiple country-related effects: An international comparative analysis among emerging countries on Italian fashion products

Tommaso Pucci, Elena Casprini, Simone Guercini and Lorenzo Zanni

Journal of Global Fashion Marketing, 2017, vol. 8, issue 2, 98-112

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.

Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/20932685.2016.1274666 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rgfmxx:v:8:y:2017:i:2:p:98-112

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rgfm20

DOI: 10.1080/20932685.2016.1274666

Access Statistics for this article

Journal of Global Fashion Marketing is currently edited by Yelena Wang

More articles in Journal of Global Fashion Marketing from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().