ANALYSING AND ASSESSING THE COUNTRY BRANDING PROCESS. PERCEIVED REPUTATION CAPITAL OF ITALY ON THE CHINESE MARKET.

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 (Coo) demands an in-depth analysis that highlights and enhances its multidimensional nature. The research conceptualizes 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. In addition, strategies for creating a country brand for Made in Italy production have also been analysed