From ‘made-in’ to ‘product-country images’ and ‘place branding’: a journey through research time and space

Journal title MERCATI & COMPETITIVITÀ
Author/s Nicolas Papadopoulos, Statia Elliot, Alessandro De Nisco
Publishing Year 2013 Issue 2013/2
Language Italian Pages 21 P. 37-57 File size 633 KB
DOI 10.3280/MC2013-002003
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

The article first reviews the title field, by tracing its evolution from the original notion of "made-in images" of the 1960s to the broader "product-place associations" of the 1990s and today’s "place branding", and then, based on studies by the authors and their associates, examines key findings that summarize the area’s current state of knowledge and future challenges. This includes the use of place cues in advertising, the content of place images and their role in foreign direct investment, cross-cultural variations and the animosity construct, and models of product and tourism image effects. A summary note highlights some of the key problems facing the practice of place branding today and the nearly limitless opportunities for future research in this field.

L’articolo propone una rassegna della letteratura sull’"effetto country of origin", tracciandone l’evoluzione dalla nozione originaria di "made-in images" sviluppata negli anni Sessanta, al più ampio concetto di "product-place associations" degli anni Novanta fino ai più recenti studi sul "place branding". A partire dai contributi analizzati vengono evidenziate le principali risultanze, l’attuale stato dell’arte e le prospettive future di questo campo di studi. In particolare, le tematiche oggetto di approfondimento includono l’utilizzo dell’immagine-Paese nelle strategie di advertising, le modalità di operazionalizzazione del costrutto "place image" e il suo ruolo nelle scelte di investimenti diretti esteri, l’impatto delle differenze culturali e dell’animosità e i principali modelli che analizzano l’influenza dell’immagine territoriale come leva per la promozione turistica e dei prodotti nazionali. Una nota conclusiva sintetizza le principali criticità connesse all’applicazione pratica delle strategie di place branding e le opportunità di ricerca quasi illimitate offerte in prospettiva futura da questo campo di indagine.

Keywords: Country-of-origin, product-country images, place branding, nation branding, animosity, tourism destination image.

  1. Anholt S. (2003). Brand New Justice: The Upside of Global Branding. London: Butterworth Heinemann.
  2. Bilkey W.J. and Nes E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 8: 89-99. DOI: 10.1108/07363761011027277
  3. Chretien J. (2007). My Years as Prime Minister. Toronto, ON: Vintage Canada.
  4. Czapor B. (2000). Foreign Direct Investment in an Economy in Transition: An Exploratory Study of the Polish Investment Climate. MBA Thesis, Sprott School of Business, Carleton University, Ottawa, Canada.
  5. De Nisco A. (2006). Country of Origin e Buyer Behavior: Una Meta-analisi dalla Letteratura Internazionale. Mercati e Competitività, 2(4): 81-101.
  6. De Nisco A., Elliot S., Papadopoulos N., Mainolfi G., Marino V. and Napolitano M.R. (2012). Turismo internazionale ed effetto ‘made in’: L’influenza dell’immagine Paese sulla soddisfazione turistica e le intenzioni post-visita. Mercati e Competitività, 3: 131-151. DOI: 10.3280/MC2012-003007
  7. Mowen J.C. and Minor M. (1998). Consumer Behavior, 5th ed.. Englewood Cliffs, NJ: Prentice Hall.
  8. Van Ham P. (2001). The Rise of the Brand State: The Postmodern Politics of Image and Reputation. Foreign Affairs, 80 (5): 2-6. DOI: 10.2307/20050245
  9. De Nisco A., Elliot S., Papadopoulos N., Mainolfi G. Marino V. and Napolitano M.R. (2012). The influence of consumer ethnocentrism, animosity, and country image perception on product receptivity: A cross-national study. Proceedings of the IX Annual Conference of the Società Italiana Marketing (University of Sannio, Benevento, September 20-21).
  10. Dichter E. (1962). The world customer, Harvard Business Review, 40(4): 113-122. 55
  11. From ‘Made-in’ to ‘Product-Country Images’ and ‘Place Branding’
  12. Douglas S.P. and Craig S.C. (1992). Advances in International Marketing. International Journal of Research in Marketing, 9 (4): 291-318. DOI: 10.1016/0167-8116(92)90002-3
  13. Elliot S. (2006). An Expanded Place Image Model: Relating Tourism Destination Image to Product and Country Images. Proceedings of the Administrative Sciences Association of Canada (Banff, AB: June 3-6).
  14. Elliot S. and Papadopoulos N. (2006). Toward a Comprehensive Place Brand: Expanding the Measurement of Tourism Destination Image. Proceedings, Travel and Tourism Research Association (Canada) Annual Conference (Montebello, QC: October 15-17).
  15. Elliot S. and Papadopoulos N. (2012). Beyond Tourism Destination Image: Mapping country image from a psychological perspective. Proceedings, Travel and Tourism Research Association (International) Annual Conference (Virginia Beach, VA: June): 17-19.
  16. Elliot S., Papadopoulos N. and Kim S.S. (2011). An Integrative Model of Place Image: Exploring Relationships Between Destination, Product, and Country Images.
  17. Journal of Travel Research, 50 (5): 520-534. DOI: 10.1177/0047287510379161
  18. Heslop L.A., Papadopoulos N. and Bourk M. (1998). An Interregional and Inter-Cultural Perspective on Subcultural Differences in Product Evaluations. Canadian Journal of Administrative Sciences, 15 (2): 113-127. DOI: 10.1111/j.1936-4490.1998.tb00156.x
  19. Heslop L.A., Papadopoulos N., Dowdles M., Wall M. and Compeau D. (2004). Who Controls the Purse Strings: A Study of Consumers’ and Retail Buyers’ Reactions
  20. in an Americas FTA Environment. Journal of Business Research, 57: 1177-1188. Doi 10.1016/S0148-2963(02)00328-4.
  21. Hofstede G. (1980). Culture’s Consequences: International Differences in Workrelated Values. Beverly Hills, CA: Sage.
  22. Jaffe E.D. and Nebenzahl I.D. (2006). National Image and Competitive Advantage: The Theory and Practice of Country-of-Origin Effect, 2nd Ed.. Copenhagen, Denmark: Business School Press.
  23. Josiassen A. and Harzing A. (2008). Descending from the ivory tower: reflections on the relevance and future of country-of-origin research. European Management Review, 5 (4): 264-270. Doi 10.1057/emr.2008.19.
  24. Kearney A. and Bradley J.J. (2009). Too strong to ever not be there’: place names and emotional geographies. Social & Cultural Geography, 10 (1): 77-94. DOI: 10.1080/14649360802553210
  25. Klein J.G., Ettenson R. and Morris M.D. (1998). The animosity model of foreign product purchase: an empirical test in the People’s Republic of China. Journal of Marketing, 62: 89-100. Doi 10.2307/1251805.
  26. Laroche M., Papadopoulos N., Heslop L.A and Bergeron J. (2003). Effects of Subcultural Differences on Country and Product Evaluations. Journal of Consumer Behavior, 2(3), 232-247. Doi 10.1002/cb.104.
  27. Magnusson P. and Westjohn S.A. (2012). Is there a Country of Origin Theory? In Jain S. and Griffith D.A., editors, Handbook of Research in International Marketing, 2nd ed.. Northampton, MA: Edward Elgar Publishing: 292-316.
  28. McCall Smith A. (2009). Corduroy Mansions. Toronto, ON: Random House Canada.
  29. Nes E.B. and Papadopoulos N. (2007). The Role of National Cultural Distance on Country Image-based Product Evaluations. In Al-Sulaiti K., editor. Country of Origin Effects. Qatar: Institute for Administrative Development: 281-299.
  30. Orbaiz L.V. and Papadopoulos N. (2003). Toward a Model of Consumer Receptivity of Foreign and Domestic Products. Journal of International Consumer Marketing, 15 (3): 101-126. DOI: 10.1300/j046u15n03-06
  31. Papadopoulos N. (1993). What Product and Country Images Are and Are Not. In Papadopoulos N. and Heslop L.A., editors. Product-Country Images: Role and Implications for International Marketing. Binghamton, NY: The Haworth Press: 1-38.
  32. Papadopoulos N. (2000). Innovation and Entrepreneurship in a Big Wide World: Positioning for More Effective Interactions with Investors and Buyers Abroad. In Bakouros Y., editors, Entrepreneurship and Innovation Policies in the European Periphery: A Research Agenda (Volos, Greece: University of Thessaly; May: 26-27).
  33. Papadopoulos N. (2004). Place Branding: Evolution, Meaning, and Implications. Place Branding, 1(1): 36-49. DOI: 10.1057/palgrave.pb.5990003
  34. Papadopoulos N., El Banna A., Murphy S.A. and Rojas-Méndez J.I. (2012). Place brands and brand-place associations: the role of ‘place’ in international marketing. In Jain S. and Griffith D.A., editors, Handbook of Research in International Marketing, 2nd ed. Northampton, MA: Edward Elgar Publishing: 88-113.
  35. Papadopoulos N., Hamzaoui-Essoussi L., and Rojas-Méndez J.I. (2011). Consumer Animosity: A Comparative Perspective (abstract). In Developments in Marketing Science, vol. XXXIV. Coral Gables, FL: Academy of Marketing Science, May: 24-27.
  36. Papadopoulos N., Heslop L.A. and The IKON Research Group (2000). A Cross-National and Longitudinal Study of Product-Country Images with a Focus on the U.S. and Japan. Marketing Science Institute, Report 00-106: 67.
  37. Papadopoulos N., Jog V.M., Heslop L.A. and D’Souza R. (1997). The Investment Climate in Canada: Foreign Investor Experiences and Perceptions. In: Preece S. and Woodcock P., editors International Business, vol. 18. St. John’s, NL: Administrative Sciences Association of Canada, International Business Div, June: 37-47.
  38. Saffu K. and Walker J.H. (2005). An assessment of the Cetscale in an advanced and transitional country: the case of Canada and Russia. International Journal of Management, 22 (4): 556-571.
  39. Samiee S. and Leonidou L.C. (2012). Relevance and Rigor in International Marketing Research: Developments in Product and Brand Origin Line of Inquiry. In: Jain S. and Griffith D.A., editors. Handbook of Research in International Marketing, 2nd ed. Northampton, MA: Edward Elgar Publishing: 68-87.
  40. Schooler R.D. (1965). Product bias in the Central American Common Market. Journal of Marketing Research, II: 394-397. DOI: 10.2307/3149486
  41. Shimp T.A. and Sharma S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of Marketing Research, 24 (3): 280-289. DOI: 10.2307/3151638
  42. Szamosi L.T. and ˇCiˇca B.D. (2004). Product-Country Images In A Turbulent Environment: Evidence From A War-Torn Country. Developments in Marketing Science, Academy of Marketing Science, Vol. XXVII (Vancouver, BC: May 24-25).
  43. Tan C.T. and Farley J.U. (1987). The Impact of Cultural Patterns on Cognition and Intention in Singapore. Journal of Consumer Research, 13 (4): 540-544. DOI: 10.1086/209087
  44. Usunier J. (2006). Relevance in business research: the case of country-of-origin research in marketing. European Management Review, 3 (1): 60-73. DOI: 10.1057/palgrave.emr.1500049

  • A study on country images, destination beliefs, and travel intentions: A structural equation model approach Arto Lindblom, Taru Lindblom, Miikka J. Lehtonen, Heidi Wechtler, in International Journal of Tourism Research /2018 pp.1
    DOI: 10.1002/jtr.2148
  • Two faces of the same coin: how the interplay between organizational and territorial culture builds the concept of service culture Laura I.M. Colm, Antonella Carù, in MERCATI & COMPETITIVITÀ 3/2016 pp.87
    DOI: 10.3280/MC2016-003006
  • The influence of ethnocentrism and Halal trust on attitudes toward products from non-Muslim countries: A study of Moroccan consumers Mainolfi Giada, Resciniti Riccardo, in African Journal of Business Management /2018 pp.652
    DOI: 10.5897/AJBM2018.8625
  • The Role of Country Branding in Attracting Foreign Investment: Country Characteristics and Country Image Nicolas Papadopoulos, Yara Ibrahim, Alessandro De Nisco, Maria Rosaria Napolitano, in MERCATI & COMPETITIVITÀ 2/2018 pp.85
    DOI: 10.3280/MC2018-002005
  • Effect of economic animosity on consumer ethnocentrism and product-country images. A binational study on the perception of Germany during the Euro crisis Alessandro De Nisco, Giada Mainolfi, Vittoria Marino, Maria Rosaria Napolitano, in European Management Journal /2016 pp.59
    DOI: 10.1016/j.emj.2015.09.003
  • Consumer boycott of companies implementing offshoring strategies Silvia Grappi, in MERCATI E COMPETITIVITÀ 3/2015 pp.123
    DOI: 10.3280/MC2015-003007
  • La valutazione dell'effetto "made in Europe": un'indagine empirica cross-national Michela Matarazzo, Riccardo Resciniti, Georg Schufft, in ECONOMIA E POLITICA INDUSTRIALE 3/2014 pp.7
    DOI: 10.3280/POLI2014-003001
  • Aufmerksamkeit Frau Merkel! Animosità economica, etnocentrismo ed effetto country-of-origin: uno studio sulla percezione della Germania in Italia durante la crisi dell'euro Alessandro De Nisco, Giada Mainolfi, Vittoria Marino, Maria Rosaria Napolitano, in MERCATI & COMPETITIVITÀ 2/2015 pp.87
    DOI: 10.3280/MC2015-002006

Nicolas Papadopoulos, Statia Elliot, Alessandro De Nisco, From ‘made-in’ to ‘product-country images’ and ‘place branding’: a journey through research time and space in "MERCATI & COMPETITIVITÀ" 2/2013, pp 37-57, DOI: 10.3280/MC2013-002003