Download e-book for iPad: International Marketing and the Country of Origin Effect: by Giuseppe Bertoli, Resciniti Resciniti

By Giuseppe Bertoli, Resciniti Resciniti

ISBN-10: 1781955603

ISBN-13: 9781781955604

'The technique of the chapters that contain this quantity is academically rigorous and whilst managerially correct, that's why i feel the booklet is helping to push the made-in study schedule ahead whilst it offers practitioners with new rules they could observe to their brands.'
- Nicolas Papadopoulos, Carleton collage, Canada

The nation of foundation of products and companies may have optimistic or detrimental impression on clients' intentions to buy. This ebook analyzes the influence of this impression at the foreign improvement of Italian businesses in rising markets.

The chapters confer with a variety of concerns, together with made-in results when it comes to ethnocentrism and to company social accountability in small and medium-sized firms; the interactions and synergistic results among product-related made-in pictures and the photographs of locations as tourism locations; distribution channel concerns; 'made-in subject matters' on the subject of rising markets; and a evaluate of the correct literature on kingdom of beginning results. The members suggest concepts and instruments that businesses may possibly leverage to advance their foreign advertising and marketing and recommend rules that will boost those efforts.

This unique paintings will end up to be a invaluable source for college students and researchers of overseas advertising and method in addition to coverage makers.

Contributors: B. Balboni, L. Battaglia, G. Bertoli, G. Bortoluzzi, T. Bursi, E. Cedrola, A. De Chiara, P. de Luca, A. De Nisco, B. Francioni, S. Grappi, G. Mainolfi, V. Marino, E. Martinelli, M. Matarazzo, F. Musso, M.R. Napolitano, A. Pagano, T. Pucci, R. Resciniti, C. Simoni, D. Vianelli, M. Vignola, L. Zanni

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Additional resources for International Marketing and the Country of Origin Effect: The Global Impact of 'Made in Italy'

Example text

THE CONSTRUCTS OF COO Research attempting to differentiate consumers on the basis of their foreign product acceptance has focused on features such as: 1. 2. product familiarity, consumer nationalism. According to the first point, several studies assessed the role of country image in consumer choice behaviour across different sourcing countries analysing its impact (Han 2001) on: 1. 2. 3. 4. consumers’ attitudes towards brands, consumers’ intention to purchase certain brands, consumers’ perceptions of specific product attributes, how a product category affects other categories from the same country.

Although keeping the variety of the adopted methodological settings, the researches on the COO effect have in common the aim of investigating the positive or negative effect exerted by this construct on the evaluation and intention of a purchase of a product by the consumers. An effective classification of the plentiful literature on the subject of COO and on the various methodological options is proposed in Part I by Michela Matarazzo in ‘Country of origin effect: research evolution, basic constructs and firm implications’.

J. B. Nes (1982), ‘Country-of-origin effects on product evaluations’, Journal of International Business Studies, 13(1), 89–99. , S. Grappi and E. Martinelli (2012), ‘Effetto “country of origin”’, Bologna: Il Mulino. Chao, P. (1989), ‘Export versus reverse investment: strategic implications for newly industrialized countries’, Journal of International Business Studies, 20(1), 75–91. Chao, P. (1993), ‘Partitioning country of origin effects: consumer evaluations of a hybrid product’, 24(2), Journal of International Business Studies, 291–306.

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International Marketing and the Country of Origin Effect: The Global Impact of 'Made in Italy' by Giuseppe Bertoli, Resciniti Resciniti


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