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Italian Restaurants in Danish Consumers’ Perceptions: A Multi-Cue Analysis in a Product Country Image Perspective

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  • Elisa Martinelli
  • Francesca De Canio

Abstract

Studies on the country image topic in the services context are rare in comparison with the number of papers investigating the effect that the information on the country of origin exerts on consumer buying behavior when tangible products are concerned. To this regard, the current paper would contribute to the literature on the country-of-origin effect and consumer behavior, exploring the role played by Product Country Image (PCI) in shaping customers attitude when a service offer is concerned – namely- dining services. Specifically, this study tests a conceptual model developed in a multi-cue perspective, that is- evaluating not only the effect of the information on the origin of the service offer investigated, but also assessing consumers’ perceptions related to other service offer cues, such as service quality and perceived value, in this case. A specific national cuisine in the full-service restaurant setting is explored- the Italian one. From the methodological viewpoint, a survey was conducted among Danish customers of Italian restaurants in Copenhagen. The research method employed consisted in a structured questionnaire. Then, Structural Equation Modelling (SEM) was applied to the data collected. Results evidence that product country image influences the formation of a positive attitude towards ethnic restaurants even when a multi-cue approach is employed. Scientific and managerial implications are discussed.

Suggested Citation

  • Elisa Martinelli & Francesca De Canio, 2021. "Italian Restaurants in Danish Consumers’ Perceptions: A Multi-Cue Analysis in a Product Country Image Perspective," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(12), pages 138-138, July.
    • Handle: RePEc:ibn:ijbmjn:v:14:y:2021:i:12:p:138
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    References listed on IDEAS

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    3. Bader M. A. Almohaimmeed, 2017. "Restaurant Quality and Customer Satisfaction," International Review of Management and Marketing, Econjournals, vol. 7(3), pages 42-49.
    4. Verlegh, Peeter W. J. & Steenkamp, Jan-Benedict E. M., 1999. "A review and meta-analysis of country-of-origin research," Journal of Economic Psychology, Elsevier, vol. 20(5), pages 521-546, October.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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