Partitioned country of origin effect for fashion products : An experimental analysis on Made in Italy in UK

ISBN-13: 9783330012660 / Angielski / Miękka / 2017 / 212 str.

Francesco Parente

Opis

The study included therein investigates the impact of two specific components of partitioned country image (country of design and country of manufacture) on consumers' perception of a fashion product. The empirical work is based on an experimental study which manupulated three Italian brands with different level of familiarity and "country sounding" and two countries with different reputation as places of design and of manufacture (Italy and China). The experiment was conducted in London on a sample of 264 respondents. Results show that the experimental variables included in the experiments play an effective role in affecting consumers' perceptions of product quality, design quality, brand image and are able to influence intentions to buy and willingness to pay a premium price. The book discusses the contribution of the study to country of origin theory and the related implications for Italian fashion products and brands.

O autorze

Francesco Parente, born in 1990, achieved a Master Degree with Honor in Economy and Management at University of Sannio, Italy. He worked in London in the marketing department of The British International School; after he moved to work in multinationals, taking care of strategic marketing activities.Francesco has also several publication of poems.