This paper explores the relationship between country of origin stereotypes and consumer evaluations of foreign product attitudes. The constant evolving of the effect of country-of-origin (Coo) needs to be analysed and its nature as a multidimensional indicator, studied. The research proposes an original conceptualization regarding the multidimensional perspective of country reputation in order to reconstruct and comprehend the whole dynamics of the Coo phenomenon. Reputation represents a criterion of interpretation at the basis of different influences exercised by Coo on the decisions made by foreign customers. Field research tested the model proposed, i.e. a specific case study of the relations between Italy, market of origin, and China, objective market. Practical implications for the definition of country brand relative to made in Italy as a system, are examined.
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