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

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 3,928 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.