Autori: Mauro, Luciano, Bella, Mariano
Titolo: Italy: Not Only Made in, but Above All Sense of
Periodico: Micro & macro marketing
Anno: 2024 - Fascicolo: 1 - Pagina iniziale: 243 - Pagina finale: 260

In this paper we propose a new definition of the Made in Italy that includes the consumer services (tourism). This new definition is based on the concept of Sense of Italy (SofI) that characterizes Italy as a generator of emotions and business revenue. More precisely, SofI is a meta- brand, or super-brand, where the consumers choice is driven by the country of origin effect. Empirical tests show a positive asymmetric response of SofI to business cycle in the following direction: the impact of recessions is smaller than the impact of expansions. Moreover, the SofI aggregate generates and exploits market power via premium pricing in a lot of conditions, despite the internal deficits deriving from the Italian productive environment.




SICI: 1121-4228(2024)1<243:INOMIB>2.0.ZU;2-E
Testo completo: https://www.rivisteweb.it/download/article/10.1431/113051
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/113051

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