International Marketing and the Country of Origin Effect
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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.
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Chapter 3: Tourism experience, country image and post-visit intentions: a study on international tourists in Italy

Alessandro De Nisco, Giada Mainolfi, Vittoria Marino and Maria Rosaria Napolitano


Country image is recognized as one of the most relevant research streams in the international marketing literature. Recent reviews estimate the number of journal articles published in this field at over the 1000 mark with an increase of about 150 percent over less than a decade (Roth and Diamantopoulos, 2009; Papadopoulos, 2011). Results from this large body of knowledge seems to provide reliable support to the notion that country image can be considered as an extrinsic cue, similar to price and brand name, which can be used by consumers to draw inferences in making product evaluations (Eroglu and Machleit, 1989; Kotler and Gertner, 2002). In such instances, research dealing with the effects of country image on buyers’ behavior toward products associated with various origins is usually referred as product country image (PCI) (Papadopoulos, 2004). The role of place image on consumer behavior has also been investigated in the field of tourism, where it has mostly been conceptualized in term of tourism destination image (TDI). Such construct refers to the effects of beliefs, ideas and impressions that a person has of a destination (Kotler et al., 1993). Starting from the 1970s, research on TDI has resulted in more than 200 published articles (Elliot et al., 2011).

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