The Global Impact of ‘Made in Italy’
Edited by Giuseppe Bertoli and Riccardo Resciniti
Chapter 2: Italy’s country image and the role of ethnocentrism in Spanish and Chinese consumers’ perceptions
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).