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Tommaso Pucci,Elena Casprini,Simone Guercini,Lorenzo Zanni 한국마케팅과학회 2017 Journal of Global Fashion Marketing Vol.8 No.2
The purpose of this paper is to understand whether the impact of country image and product-specifi c country-of-origin over the willingness to pay premium prices is diff erent among consumers from diff erent emerging countries. After a review of the literature shedding light on the heterogeneity of country-related cues, the paper provides fi rst 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). The data-set was used to verify whether country image (i.e. the image consumers have of Italy as a country) and product-specifi c country-oforigin image (i.e. the image consumers have of “Made in Italy” fashion products) impact in a diff erent way on the willingness to pay premium prices for Italian fashion products. Results show that country image and product-specifi c country of origin are country-specifi c, presenting diff erent roles in the countries considered. Country-related cues in marketing strategies are still an important factor aff ecting consumer behaviour, especially for certain products. This paper sheds light on how country-related eff ects for fashion products diff er across countries, with implications for both practitioners and researchers.
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