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La valutazione dell?effetto "made in Europe": un?indagine empirica cross-national

Author

Listed:
  • Michela Matarazzo
  • Riccardo Resciniti
  • Georg Schufft

Abstract

This research analyzes the marketing potential of "made in Europe", which has been little studied in literature on country of origin to date. In particular, the paper shows under what conditions a brand like "made in Europe", may be a viable alternative to the nation brand. To this end, two experiments were employed through an online questionnaire administered to two samples of Italian and German consumers. The results suggest that in situations of product country mismatch, particularly when a product is not associated to the manufacture tradition of the European country, the consumers prefer goods labeled "made in Europe" rather than nationally labeled ones. A number of managerial implications and suggestions for future researches are discussed.

Suggested Citation

  • Michela Matarazzo & Riccardo Resciniti & Georg Schufft, 2014. "La valutazione dell?effetto "made in Europe": un?indagine empirica cross-national," ECONOMIA E POLITICA INDUSTRIALE, FrancoAngeli Editore, vol. 2014(3), pages 7-31.
    • Handle: RePEc:fan:polipo:v:html10.3280/poli2014-003001
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    Keywords

    Marketing internazionale; country of origin; made in Europe; nation branding; comportamento del consumatore;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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