This paper analyzes the characteristics of Italy’s country image, the brand image held by representative “Made in Italy” brands and the relationships between the two. Theoretically, academic contributions regarding country and brand image are considered. Empirically, results derive from a quali-quantitative research run on two consumers samples are reported.
Country Image and Brand Image: An International Investigation of Made in Italy / Aiello G., Donvito R., Michael T. Ewing. - STAMPA. - (2015), pp. 235-235. (Intervento presentato al convegno The Sustainable Global Marketplace - Academy of Marketing Science).
Country Image and Brand Image: An International Investigation of Made in Italy
Aiello G.;Donvito R.
;
2015
Abstract
This paper analyzes the characteristics of Italy’s country image, the brand image held by representative “Made in Italy” brands and the relationships between the two. Theoretically, academic contributions regarding country and brand image are considered. Empirically, results derive from a quali-quantitative research run on two consumers samples are reported.
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