Country of origin image: Portuguese and Italian shoes in China

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.