Title: Gaining insight into country image: a moderated mediation analysis of the perception of Italy across seven emerging markets

Authors: Alessandro De Nisco; Michela-Cesarina Mason; Maria Rosaria Napolitano; Rubens Pauluzzo

Addresses: University of International Studies of Rome, Rome, Italy ' Department of Economics and Statistics, University of Udine, Udine 33100, Italy ' Parthenope University of Naples, Naples, Italy ' Department of Economics and Statistics, University of Udine, Udine 33100, Italy

Abstract: In spite of the substantial number of studies on country image, there is still a lack of a holistic understanding of the phenomenon. The aim of this paper is to examine the different aspects of macro- and micro-country image and their effects on behavioural outcomes towards Italian products and tourist destinations in the emerging market context. The study also deepens comprehension of the rather unexplored role of cultural heritage image. Data gathered from a sample of 3928 respondents from seven emerging countries (Brazil, China, India, Indonesia, Russia, South Africa and Turkey) were analysed with hierarchical cluster analysis, non-hierarchical k-means clustering algorithm and multiple moderated mediation analysis. Results confirm the halo effect of country image in affecting consumers' behavioural responses and show that cultural heritage image has a strong evocative power to communicate the identity of a country and the quality and appeal of its products or destinations.

Keywords: general country image; product country image; tourist destination image; cultural heritage image; product purchase intentions; destination visit intentions; segmentation; emerging countries.

DOI: 10.1504/EJIM.2026.151140

European Journal of International Management, 2026 Vol.28 No.2, pp.189 - 221

Received: 24 Jun 2020
Accepted: 30 Sep 2020
Published online: 15 Jan 2026 *

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