Country Image and Brand Image: An International Investigation of Made in Italy

This paper analyzes the characteristics of Italy’s country image, the brand image held by representative “Made in Italy” brands and the relationships between the two. Theoretically, academic contributions regarding country and brand image are considered. Empirically, results derive from a quali-quantitative research run on two consumers samples are reported. Theoretical background. The image of a product’s country of origin is defined as the representation, reputation and stereotype that consumers associate with products of a specific country (Nagashima 1970; 1977). According to Roth and Romeo (1992), country image is determined by a series of factors including innovation, design, prestige and workmanship. Regarding to the brand image, the ties and relationships established between the brand and consumer are the result of the brand’s valorization process, which includes building brand image and developing brand personality (Keller 2003). Some scholars believe also purchase decisions are influenced by the combined effect of brand and country of origin (Johansson & Nebenzahl 1986; Ahmed and d’Astous 1996). Others (Aaker 1991; Keller 1993; Pecotich and Ward 2007) highlight the existence of an interaction between country of origin and brand.