International Marketing and the Country of Origin Effect

Edited by Giuseppe Bertoli, Full Professor of Marketing, University of Brescia, Italy and Riccardo Resciniti, Full Professor of International Marketing, University of Sannio, Italy

• Contents:ForewordNicolas PapadopoulosIntroductionGiuseppe Bertoli and Riccardo RescinitiPART I: THE STUDIES ABOUT THE COUNTRY OF ORIGIN EFFECT1. Country of Origin Effect: Research Evolution, Basic Constructs and Firm ImplicationsMichela Matarazzo PART II: THE IMPACT OF THE COUNTRY OF ORIGIN EFFECT2. Italy’s Country Image and the Role of Ethnocentrism in Spanish and Chinese Consumers’ PerceptionsTiziano Bursi, Bernardo Balboni, Silvia Grappi, Elisa Martinelli and Marina Vignola3. Tourism Experience, Country Image and Post-visit Intentions: A Study on International Tourists in ItalyAlessandro De Nisco, Giada Mainolfi, Vittoria Marino and Maria Rosaria Napolitano 4. Italian Country Image: The Impact on Business Models and Relations in Chinese Business-to-Business MarketsElena Cedrola and Loretta Battaglia 5. What is the Link between ‘Made in’ and Corporate Social Responsibility in SMEs? The Value of Socially Oriented Behavior in ‘Hostile’ TerritoriesAlessandra De Chiara PART III: THE TOOLS TO EXPLOIT THE COUNTRY OF ORIGIN EFFECT6. Distribution Channel Governance and Value of ‘Made in Italy’ Products in the Chinese MarketDonata Vianelli, Patrizia de Luca and Guido Bortoluzzi 7. Country of Origin Effect, Brand Image and Retail Management for the Exploitation of ‘Made in Italy’ in ChinaTommaso Pucci, Christian Simoni and Lorenzo Zanni 8. The Role of Country of Origin in Supporting Export Consortia in Emerging MarketsFabio Musso, Barbara Francioni and Alessandro PaganoIndex

'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.'--Nicolas Papadopoulos, Carleton University, Canada