The Impact of Italianate on Consumers’ Brand Perceptions of Luxury Brands

This study aims to provide an in-depth understanding of the impact of “Italianate” on UK consumers’ brand perceptions and brand preferences amongst fashion and food and beverage products. This study explores the relationship between the concept of country of origin and brand origin and their impact on consumers’ perceptions and preferences of “Italian” luxury brands, and attempts to identify the factors that influence their perceptions of these brands. The findings reveal that brand image, brand trust and brand experience are highly important in influencing the relationship between consumers and “Italian” luxury brands. Moreover, the perceptions of brand images and consumers’ attitudes are strongly influenced by the “Italianate” nature which is represented by a mixture of “Made in Italy” and “Made by Italian Creativity”.

Citation:

Raffaella Paciolla and Li-Wei Mai (2011) ,"The Impact of Italianate on Consumers’ Brand Perceptions of Luxury Brands ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 360-366.