Abstract
-
Purpose. This paper aims to define the overall Made in Italy perception within the on-line and off-line contexts. Particularly, authors attempt to consider three main aspects; the first one regards the key product categories linked to the Made in Italy production; the second aspect concerns the key characteristics linked to the Italy Country Image and the overall sentiment related to it. Finally, the research aims at identifying whether Italian brands enhance their Country of Origin (COO) image or not.
-
Methodology. With the purpose to achieve the goals of the paper, authors carried out a content analysis on social media posts related to #MadeinItaly and expected to confirm these preliminary results with a survey on a sample of 112 Made in Italy consumers in the specific context of the Brazilian market.
-
Findings. As expected, the survey confirms the content analysis outputs. Particularly, Fashion results as the first product category associated to the Made in Italy imaginary, strictly related to the design and prestige of the production. The overall sentiment toward the Italy County Image is positive. Moreover, the most renowned Italian brands belong to the fashion sector and enhance their Country of Origin (COO) image.
-
Practical implications. The analysis of social media confirms user-generated contents as important contributes for the Country Image construction. Indeed, the keys elements describing the Italy Country Image emerged from the web analysis as well as from the survey, allowing managers and practitioners to use it in their communication strategies.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Aaker, D. (2003). The power of the branded differentiator. MIT Sloan Management Review, 45(1), 83.
Abraham, A., & Patro, S. (2014). ‘Country-of-origin’ effect and consumer decision-making. Management and Labour Studies, 39(3), 309–318. https://doi.org/10.1177/0258042X15572408.
Adrogué, R., Cerisola, M., & Gelos, G. (2010). Brazil’s long-term growth performance: Trying to explain the puzzle. Journal of Economic Studies, 37(4), 356–376.
Agrawal, J., & Kamakura, W. A. (1999). Country-of-origin: A competitive advantage. International Journal of Research in Marketing, 16(4), 255–267. https://doi.org/10.1016/s0167-8116(99)00017-8.
Aiello, G., Donvito, R., Godey, B., Pederzoli, D., Wiedmann, K., Hennigs, N., et al. (2009). An international perspectiveon luxury brand and country-of-origin effect. Journal of Brand Management, 16(5–6), 323–337.
Aiello, G., Donvito, R., Grazzini, L., Halliburton, C., Wagner, B., Wilson J., et al. (2015). An international comparison of “Made in Italy” in the fashion, furniture and food sectors: An observational research study in France, Russia and The United Kingdom. Journal of Global Fashion Marketing, 6(2). https://doi.org/10.1080/20932685.2015.984822.
Almeida, C., Alves, H., & Rui, M. (2012). The importance of brand origin in fashion markets. In International Marketing Trends Conference. Proceedings of 11th International Marketing Trends Conference 2012 Venice, Paris-Venice Marketing Trends Asociation. www.marketing-trends-congress.com/papers. An international perspective on luxury brand and country-of-origin effect. Journal of Brand Management, 16, 323–337. https://doi.org/10.1057/bm.2008.52.
Andéhn, M., Kazeminia, A., Lucarelli, A., & Sevin, E. (2014). User-generated place brand equity on Twitter: The dynamics of brand associations in social media. Place Branding and Public Diplomacy, 10(2), 132–144.
Baghi, I., & Tedeschi, M. (2012). L’effetto paese d’origine sul comportamento del consumatore verso i prodotti cause related: intenzione all’acquisto, disponibilità a pagare e valutazione delle iniziative di cause related marketing. Mercati e competitività, 1, 114–129. https://doi.org/10.3280/MC2012-001008.
Bertoli, G., & Resciniti, R. (2013). Made in Italy e Country of origin effect. Mercati e Competitività, 2, 13–36. https://doi.org/10.3280/MC2013-002002.
Breward, C., & Gilbert, D. (2006). Fashion’s world cities. New York, NY: Berg.
Brandwatch. (2016). Retrieved from https://www.brandwatch.com/blog/37-instagram-stats-2016.
Chakraborty, G., Allred, A. T., & Bristol, T. (1996). Exploring consumers’ evaluations of counterfeits: The roles of country of origin and ethnocentrism. NA-Advances in Consumer Research Volume 23.
Chisnall, P. M. (2005). The essence of marketing research. Prentice Hall.
Choi, S., Lehto, X. Y., & Morrison, A. M. (2007). Destination image representation on the web: Content analysis of Macau travel related websites. Tourism Management, 28(1), 118–129.
Colli, A. (2005). Il quarto capitalismo. L’industria.
Curzio, A. Q., & Fortis, M. (2000). Il Made in Italy oltre il 2000, Milano, Il Mulino, pp. 25.
Diamantopoulos, A., Schlegelmilch, B., & Palihawadana, D. (2011). The relationship between Country-of-Origin image and brand image as drivers of purchase intentions: A test of alternative perspectives. International Marketing Review, 28(5), 508–524. https://doi.org/10.1108/02651331111167624.
Dichter, E. (1962). The world customer. Harvard Business Review, 40, 34–41. https://doi.org/10.1002/tie.5060040415.
Drozdenko, R., & Fensen, M. (2009). Translating country-of-origin effects into prices. Journal of Product & Brand Management, 18(5), 371–378. https://doi.org/10.1108/10610420910981855.
Fernando, A. G., Suganthi, L., & Bharadhwaj, S. (2014). If you blog, will they follow? Using online media to set the agenda for consumer concerns on “Greenwashed” environmental claims. Journal of Advertising, 43(2), 167–180.
Fortis, M. (2005). Il Made in Italy nel “nuovo mondo: protagonisti, sfide, azioni. Roma: Ministero delle Attività Produttive.
Fotis, J., Buhalis, D., & Rossides, N. (2012). Social media use and impact during the holiday travel planning process (pp. 13–24). Springer.
Gentry, J. W., Putrevu, S., II, C. S., & Commuri, S. (2001). How now Ralph Lauren? The separation of brand and product in a counterfeit culture. NA-Advances in Consumer Research Volume 28.
Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Chan, P., Oh, H., et al. (2012). Brand and country-of-origin effect on consumers’ decision to purchase luxury products. Journal of Business Research, 65(10), 1461–1470.
Hamzaoui, L., & Merunka, D. (2006). The impact of design and country-of-manufacture on consumer perceptions of bi-national products’ quality: An empirical model based of the concept of fit. Journal of consumer marketing, 23, 145–155. https://doi.org/10.1108/07363760610663303.
Humphreys, A. (2010). Megamarketing: The creation of markets as a social process. Journal of Marketing, 74(2), 1–19.
Jaffe, E. D., & Nebenzahl, I. D. (2001). National image and competitive advantage: The theory and practice of country-of-origin effects. Copenhagen, Denmark: Copenhagen Business School Press.
Javed, A., & Hasnu, S. A. F. (2013). Impact of country-of-origin on product purchase decision. Journal of Marketing and Consumer Research, 1.
Jin, Z., Lynch, R., Attia, S., Chansarkar, B., Gülsoy, T., Lapoule, P., et al. (2015). The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status. International Business Review, 24(3), 380–393. https://doi.org/10.1016/j.ibusrev.2014.08.010.
Jung, H. J., Lee, Y., Kim, H., & Yang, H. (2014). Impacts of country images on luxury fashion brand: Facilitating with the brand resonance model. Journal of Fashion Marketing and Management, 18(2), 187–205. https://doi.org/10.1108/JFMM-10-2013-0113.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595–600.
Koschate-Fischer, N., & Diamantopoulos, A. (2012). Are consumers really willing to pay more for a favorable country image? A study of country-of-origin effects on willingness to pay. Journal of International Marketing, 20(1), 19–41. https://doi.org/10.1509/jim.10.0140.
Laroche, M., et al. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 45–49. https://doi.org/10.1108/02651330510581190.
Lin, L. Y., & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: An empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23(5), 248–265.
Luangrath, A. W., Peck, J., & Barger, V. A. (2017). Textual paralanguage and its implications for marketing communications. Journal of Consumer Psychology, 27(1), 98–107.
Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public Culture, 27(1 (75)), 137–160.
Matthes, J., & Kohring, M. (2008). The content analysis of media frames: Toward improving reliability and validity. Journal of Communication, 58(2), 258–279.
Min Han, C. (1989). Country image: Halo or summary construct? Journal of Marketing Research, 26(2). https://doi.org/10.2307/3172608.
Nagashima, A. (1970). A comparison of Japanese and US attitudes toward foreign products. Journal of Marketing, 34, 68–74. https://doi.org/10.1002/tie.5060120304.
Nagashima, A. (1977). A comparative “made-in” product image survey among Japanese businessmen. Journal of Marketing, 41(3), 95–100.
Nebenzahl, I. D., Jaffe, E. D., & Lampert, S. I. (1997). Towards a theory of country image effect on product evaluation. Management International Review, 37, 27–49.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2006). Consumer-based brand equity and country-of-origin relationships: Some empirical evidence. European Journal of Marketing, 40(5/6), 696–717. https://doi.org/10.1108/03090560610657903.
Pappu, R., Quester, P. G., & Cooksey, R. W. (2007). Country image and consumer-based brand equity: Relationships and implications for international marketing. Journal of International Business Studies, 38(5), 726–745. https://doi.org/10.1057/palgrave.jibs.8400293.
Peterson, R. A. (1994). A meta-analysis or Cronbach’s coefficient alpha. Journal of Consumer Research, 21, 381–391. https://doi.org/10.1037/1082-989X.11.3.306.
Pilelienė, L., & Grigaliūnaitė, V. (2016). Influence of print advertising layout complexity on visual attention. Eurasian Business Review, 6(2), 237–251.
Quintieri, B. (2007). Declino o cambiamento? Il (ri)posizionamento dell’industria italiana sui mercati internazionali, in convegno Trasformazioni dell’industria italiana, 14 giugno 2007.
Roth, M. S., & Romeo, G. B. (1992). Matching product category and country image perceptions: A framework of managing country-of-origin effects. Journal of International Business Studies, 23, 477–497. https://doi.org/10.1057/palgrave.jibs.8490276.
Samiee, S. (1994). Customer evaluation of products in a global market. Journal of International Business Studies 25(3), 579–604.
Schooler, R. D. (1965). Product bias in the central American common market. Journal of Marketing Research, 2, 394–397. https://doi.org/10.1002/tie.5060080211.
Schooler, R. D. (1971). Bias phenomena attendant to the marketing of foreign goods in the U.S. Journal of International Business Studies, 71–80. https://doi.org/10.1057/palgrave.jibs.8490732.
Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer ethnocentrism: A test of antecedents and moderators. Journal of the Academy of Marketing Science, 23(1), 26–37.
Varaldo, R. (2001). Il marketing del made in Italy: Quadro d’insieme. In C. A. Pratesi (Ed.), Il marketing del Made in Italy. Nuovi scenari e competitivita`. Milano: Franco Angeli.
Virgo, B., & De Chernatony, L. (2006). Delphic brand visioning to align stakeholder buy-into the city of Birmingham brand. Journal of Brand Management, 13(6), 379–392.
Wall, M., & Heslop, L. (1986). Consumer attitudes toward Canadian-made versus imported products. Journal of the Academy of Marketing Science, 14, 27–36.
Whitlark, D. B., & Smith, S. M. (2001). Using correspondence analysis to map relationships. Marketing Research, 13(3).
Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188.
Zeugner-Roth, K. P., Žabkar, V., & Diamantopoulos, A. (2015). Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective. Journal of International Marketing, 23(2), 25–54. http://dx.doi.org/10.1509/jim.14.0038.
Zhang, K., & Sarvary, M. (2014). Differentiation with user-generated content. Management Science, 61(4), 898–914.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this paper
Cite this paper
Mazzoli, V., Acuti, D., Magherini, L., Bandinelli, R., Donvito, R., Floriani, D.E. (2019). Fashion #MadeinItaly: What Do You Mean?. In: Rinaldi, R., Bandinelli, R. (eds) Business Models and ICT Technologies for the Fashion Supply Chain. IT4Fashion 2017. Lecture Notes in Electrical Engineering, vol 525. Springer, Cham. https://doi.org/10.1007/978-3-319-98038-6_4
Download citation
DOI: https://doi.org/10.1007/978-3-319-98038-6_4
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-98037-9
Online ISBN: 978-3-319-98038-6
eBook Packages: EngineeringEngineering (R0)