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Gaetano Aiello,Raffaele Donvito,Laura Grazzini,Chris Halliburton,Beverly Wagner,Juliette Wilson,Bruno Godey,Daniele Pederzoli,Iana Shokola 한국마케팅과학회 2015 Journal of Global Fashion Marketing Vol.6 No.2
The aim of this paper is to analyze how Made in Italy products are retailed in theinternational markets. The research investigates the level of coherence between Italycountry image and the image of the stores where Italian brands are sold abroad; thefocus is about the internationalization process of Italian firms producing anddistributing high value goods in the fashion, furniture, food sectors with an explicitItalian Country-of-Origin (COO). The existent literature has considered and analyzedthe relationships between Brand and COO and its effect on consumers’ perceptions andbehavior. However, less attention has been devoted in the understanding of theinteraction between COO and point of sales. On the empirical side, using anobservational methodology, the research investigates nine mono-brand and multibrandretail stores in three international markets (France, Russia and The UnitedKingdom). Main findings show various degrees of the coherence level between thepoint of sales and Italian country image. In terms of managerial implications, theauthors suggest value offer proposals with a positive Country image should emphasizenot only brand and COO explicit connections but also recall the Country image in thestore.