Title: Country of origin image: Portuguese and Italian shoes in China

Authors: Guilherme Silva; Arnaldo Fernandes de Matos Coelho; Cristela Maia Bairrada

Addresses: University of Coimbra, CeBER, Faculty of Economics, Coimbra, Portugal ' University of Coimbra, CeBER, Faculty of Economics, Coimbra, Portugal ' University of Coimbra, CeBER, Faculty of Economics, Coimbra, Portugal

Abstract: This study intends to reinforce the knowledge about the Country-of-Origin Image (COI), identifying its antecedents and effects by analysing how Portuguese and Italian footwear is perceived in the Chinese market. The Cosmopolitanism and Affinity constructs were the antecedents of COI considered, and the effects were Brand Equity, Luxury Perception and Purchase Intention. To respond to the objectives outlined, a questionnaire was applied to Chinese consumers with 307 valid questionnaires. Structural equation modelling was used to test the proposed hypotheses. The analysis of the data allowed us to confirm that the COI has a positive influence on Luxury Perception and Purchase Intention of footwear coming from these two countries. However, Brand Equity was never shown to be an effect. The inclusion of Luxury Perception as an effect of COI is the main innovative aspect of this study, and it was shown to be a relevant construct in this context.

Keywords: country-of-origin image; luxury perception; purchase intention; footwear.

DOI: 10.1504/EJIM.2025.147955

European Journal of International Management, 2025 Vol.27 No.1, pp.48 - 67

Received: 12 Mar 2020
Accepted: 24 Aug 2020
Published online: 12 Aug 2025 *

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