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Does country of origin affect brand associations? The case of Italian brands in China


  • Francesca Checchinato
  • Marta Disegna
  • Tiziano Vescovi


Findings related to how country of origin affects consumers' product evaluations are still not consistent. Previous studies are mainly based on experiments and the results related to consumer judgements come from the elaboration of scores given to semantic scale items. Considering that brand image consists of a network of associations, the aim of this research is to evaluate how country of origin affects this entire network. An experiment was conducted involving 301 Chinese subjects to test the hypothesis that country stereotypes can be transferred to brands.

Suggested Citation

  • Francesca Checchinato & Marta Disegna & Tiziano Vescovi, 2013. "Does country of origin affect brand associations? The case of Italian brands in China," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 23(4), pages 409-421, September.
  • Handle: RePEc:taf:jgsmks:v:23:y:2013:i:4:p:409-421
    DOI: 10.1080/21639159.2013.818281

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    Cited by:

    1. Tiziano Vescovi & Charlotte Pellizzari, 2017. "Europe goes Chinese? The impact of Chinese globetrotters on European luxury shops," Working Papers 06, Department of Management, Università Ca' Foscari Venezia.
    2. Francesca Checchinato & Lala Hu & Tiziano Vescovi, 2013. "The communication of foreign products in China through the store: an empirical analysis," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 3(1), pages 41-57, December.

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