Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of Country of Origin on branding is, once again, a key topic in the global management field.
This collection provides an opportunity for leading marketing scholars to share up-to-date research while addressing both domestic and multinational strategies for understanding global marketing and consumers. The chapters include brand-consumer relationships in a global environment, Country of Origin impact on business to consumer and business to business markets and creativity at the territorial level from a network perspective.
This book was originally published as a special issue of Journal of Global Scholars Marketing Science.
Table of Contents
1. Creativity and passion between global branding and country of origin roots Gaetano Aiello, Raffaele Donvito and Tiziano Vescovi 2. Modeling links between the decision-making process and luxury brand attachment: An international comparison Bruno Godey, Daniele Pederzoli, Gaetano Aiello, Raffaele Donvito, Priscilla Chan, Junji Tsuchiya, Irina Ivanovna Skorobogatykh, Bart Weitz, Hyunjoo Oh and Rahul Singh 3. Creative Networks in Florence and Paris: empirical results on project networks Raffaele Donvito, Gaetano Aiello and Silvia Ranfagni 4. Country-of-origin effect and firm reputation influence in business-to-business markets with high cultural distance Elena Cedrola and Loretta Battaglia 5. Does country of origin affect brand associations? The case of Italian brands in China Francesca Checchinato, Marta Disegna and Tiziano Vescovi 6. Managing favorable product – country match in international markets: The case of ‘Made in Gessi’ Michela Matarazzo and Riccardo Resciniti 7. Effects of atmospherics on emotions and intention with respect to involvement in different shopping environments Sandra Maria Correia Loureiro, Dong-Mo Koo and Lara Ribeiro 8. What’s going on in SNS and social commerce?: Qualitative approaches to narcissism, impression management, and e-WOM behavior of consumers Seong-Yeon Park and Yeu-Jin Kang
Gaetano Aiello is a Professor of Marketing and Chairperson of the Department of Management and Economics at the University of Florence, Italy.
Raffaele Donvito (PhD) is Assistant Professor of Marketing and International Management at the University of Florence, Italy. His published research outputs have appeared in refereed international journals including Journal of Business Research, Psychology & Marketing, Journal of Brand Management, Journal of Marketing Trends and International Journal of Business and Economics.
Tiziano Vescovi is Professor of Management at Ca' Foscari University, Venice, Italy, teaching Marketing Communication, Cross Cultural Marketing and Advanced Marketing (PhD). He is Director of the Research Laboratory ‘International Management to Asia’ in the Department of Management. From 2009 to 2011 he was Vice-President Faculty of Economics at Ca' Foscari University, Venice, Italy.