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).

One country, multiple country-related effects: An international comparative analysis among emerging countries on Italian fashion products / Pucci, Tommaso; Casprini, Elena; Guercini, Simone; Zanni, Lorenzo. - In: JOURNAL OF GLOBAL FASHION MARKETING. - ISSN 2093-2685. - ELETTRONICO. - 8:(2017), pp. 98-112. [10.1080/20932685.2016.1274666]

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

Casprini, Elena;Guercini, Simone;Zanni, Lorenzo
2017

Abstract

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).
2017
8
98
112
Pucci, Tommaso; Casprini, Elena; Guercini, Simone; Zanni, Lorenzo
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Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/1104761
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