International Marketing and the Country of Origin Effect

International Marketing and the Country of Origin Effect

The Global Impact of ‘Made in Italy’

Edited by Giuseppe Bertoli and Riccardo Resciniti

The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; ‘made-in topics’ in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts.

Chapter 2: Italy’s country image and the role of ethnocentrism in Spanish and Chinese consumers’ perceptions

Tiziano Bursi, Bernardo Balboni, Silvia Grappi, Elisa Martinelli and Marina Vignola

Subjects: business and management, international business, marketing


In the past decades, increasing global competition among firms operating in different parts of the world and the related consumers’ exposition to an enlarging range of foreign products and brands have stimulated increasing interest on the effect of country of origin (COO) on product evaluation in studies in various areas such as international business, marketing and consumer behaviour (Nagashima, 1977; Papadopoulos and Heslop, 1993; Kaynak and Kara, 2002). The COO effect has also attracted the attention of internationalized firms which operate in competitive domestic and foreign markets, attentive to the understanding of the similarities and differences in consumers’ perceptions and evaluations of foreign products (Ahmed and d’Astous, 2007). COO is conceptualized as a synthesis of stereotypes, skills, experience and knowledge concerning a certain country and its manufacturing capabilities. Usually COO is conveyed with the phrase ‘made in’ (Amine et al., 2005).

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