Italy: Not Only Made in, but Above All Sense of

Mariano Bella and Luciano Mauro

Micro & Macro Marketing, 2024, issue 1, 243-260

Abstract: In this paper we propose a new definition of the Made in Italy that includes the consumer services (tourism). This new definition is based on the concept of Sense of Italy (SofI) that characterizes Italy as a generator of emotions and business revenue. More precisely, SofI is a meta- brand, or super-brand, where the consumers choice is driven by the country of origin effect. Empirical tests show a positive asymmetric response of SofI to business cycle in the following direction: the impact of recessions is smaller than the impact of expansions. Moreover, the SofI aggregate generates and exploits market power via premium pricing in a lot of conditions, despite the internal deficits deriving from the Italian productive environment.

Keywords: Made in Italy; Sense of Italy; exports; country of origin effect; tourism (search for similar items in EconPapers)
Date: 2024
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