Does country of origin affect brand associations? The case of Italian brands in China

Francesca Checchinato, Marta Disegna () and Tiziano Vescovi

Journal of Global Scholars of Marketing Science, 2013, vol. 23, issue 4, 409-421

Abstract: Findings related to how country of origin affects consumers' product evaluations are still not consistent. Previous studies are mainly based on experiments and the results related to consumer judgements come from the elaboration of scores given to semantic scale items. Considering that brand image consists of a network of associations, the aim of this research is to evaluate how country of origin affects this entire network. An experiment was conducted involving 301 Chinese subjects to test the hypothesis that country stereotypes can be transferred to brands.

Date: 2013
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Citations: View citations in EconPapers (2)

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DOI: 10.1080/21639159.2013.818281

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