One country, multiple country-related effects: An international comparative analysis among emerging countries on Italian fashion products

The purpose of this paper is to understand whether the impact of country image and product-specific country-of-origin over the willingness to pay premium prices is different among consumers from different emerging countries. After a review of the literature shedding light on the heterogeneity of country-related cues, the paper provides first empirical evidence of a cross-national analysis based on data gathered from 2364 consumers belonging to 4 emerging countries (China, India, Thailand and Brazil) and the domestic country (Italy).