Country reputation and attitudes towards made in Italy products: a study on Chinese consumers

The study examines the relation between stereotypes linked to country-of-origin and consumer assessment relative to foreign product supply systems. Evolving trends in terms of the impact of country-of-origin demands an in-depth analysis that highlights and enhances its multidimensional nature. The research conceptualises from an innovative perspective, the underlying dynamics of country reputation in order to analyse its structure and system. Reputation represents an interpretative criterion underpinning the influence exerted by country-of-origin on foreign consumer’s decision-making processes. A field study to verify the relations existing between Italy, country-of-origin, and China as target country, tested the model proposed.