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Aufmerksamkeit Frau Merkel! Animosit? economica, etnocentrismo ed effetto country-of-origin: uno studio sulla percezione della Germania in Italia durante la crisi dell?euro

Author

Listed:
  • Alessandro De Nisco
  • Giada Mainolfi
  • Vittoria Marino
  • Maria Rosaria Napolitano

Abstract

Questo studio analizza la relazione esistente tra animosit? economica, etnocentrismo del consumatore ed effetto country-of-origin. Sulla base di un?analisi critica della letteratura gli autori sviluppano e propongono un modello di analisi che viene testato su un campione di 203 studenti italiani con riferimento alla percezione dell?immagine Paese della Germania durante la crisi dell?Euro. I risultati mostrano che l?animosit? economica verso una nazione percepita come "ostile" esercita un effetto negativo sulla propensione all?acquisto dei prodotti ad essa associati ed un effetto positivo sulla preferenza per i prodotti nazionali. Come previsto, invece, l?animosit? economica non produce alcun effetto negativo sulla valutazione dell?immagine generale del Paese e sul giudizio relativo ai prodotti made in. L?etnocentrismo, d?altra parte, influenza negativamente sia la propensione all?acquisto dei prodotti esteri che (in parte) la valutazione degli stessi. La ricerca inoltre dimostra l?esistenza di una relazione gerarchica tra immagine generale di un Paese, immagine dei suoi prodotti e propensione all?acquisto. A partire dai risultati, gli autori discutono la collocazione e l?originalit? dello studio nella letteratura di riferimento ed i suoi limiti, evidenziando le relative implicazioni manageriali e di ricerca.

Suggested Citation

  • Alessandro De Nisco & Giada Mainolfi & Vittoria Marino & Maria Rosaria Napolitano, 2015. "Aufmerksamkeit Frau Merkel! Animosit? economica, etnocentrismo ed effetto country-of-origin: uno studio sulla percezione della Germania in Italia durante la crisi dell?euro," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 87-110.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2015-002006
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    References listed on IDEAS

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