Abstract

Italian Sounding—i. e., the Italian appearance of a product or service brand irrespective of its country of origin—represents a global market phenomenon affecting a wide range of economic sectors, particularly the agro-food sector. Although its economic impact has been repeatedly stressed from different points of view, systematic scientific knowledge regarding its social–psychological bases is lacking. Three studies carried out in three different countries address this literature gap. Different consumer groups are targeted regarding major product categories pre-selected categories, which are the major Italian food goods within the specific country according to piloting. In each study, the main independent variable has been manipulated by presenting real product images, whose “Italianness” degree is effectively manipulated by the main study variable across three or four levels. Main hypotheses are tested via a survey with the specific product images administered to samples in Italy, China, and the USA. Across the three studies, results show that Made in Italy products, compared to the other ones, are advantaged in terms of the main dependent variables: reputation profile, general reputation, attitude, and willingness to pay. Moreover, Italian Sounding products are endowed with corresponding significant advantages when compared to the Generic Foreign by non-Italian samples. Results reveal the specific social–psychological profile of Italian Sounding products in terms of either weaknesses or strengths when compared to both Made in Italy products and Generic Foreign ones, differently in the eyes of Italian and non-Italian consumers across different countries. Finally, consistently across the three studies, the extent to which a food product is perceived to be Italian increases consumers' WTP for that product, and this effect is consistently mediated by the product's reputation.