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Italy: Not Only Made in, but Above All Sense of

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  • Mariano Bella
  • Luciano Mauro

Abstract

In this paper we propose a new definition of the Made in Italy that includes the consumer services (tourism). This new definition is based on the concept of Sense of Italy (SofI) that characterizes Italy as a generator of emotions and business revenue. More precisely, SofI is a meta- brand, or super-brand, where the consumers choice is driven by the country of origin effect. Empirical tests show a positive asymmetric response of SofI to business cycle in the following direction: the impact of recessions is smaller than the impact of expansions. Moreover, the SofI aggregate generates and exploits market power via premium pricing in a lot of conditions, despite the internal deficits deriving from the Italian productive environment.

Suggested Citation

  • Mariano Bella & Luciano Mauro, 2024. "Italy: Not Only Made in, but Above All Sense of," Micro & Macro Marketing, Società editrice il Mulino, issue 1, pages 243-260.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/113051:y:2024:i:1:p:243-260
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