Chinese consumers recognize in Italian products a high added value and, in some cases, consider them preferable to other products. The success around the world of items ‘‘Made in Italy'' is mostly due to the Italian brand's ability to transfer a certain sense of product quality in concert...

Studies have focused on the country of origin (COO), however, it is also possible that a producer markets a product by referring to a set of symbols, images, words, and values typical of a place but without the product being designed or produced there (foreign sounding – FS - effect). Focusing...