Italy as a brand. : A view of Italy's country brand through the gastronomic lens in Helsinki.
Munita L Huissier, Cristina (2016)
Munita L Huissier, Cristina
Yrkeshögskolan Arcada
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201603233486
https://urn.fi/URN:NBN:fi:amk-201603233486
Tiivistelmä
This thesis explores the topic of country branding. The aim of this thesis is to find the connections between a country and its brand, focusing on the relation between food and
the country image and identity. Italy has been chosen as an example to describe a more in depth view about what is the image of this country representing. In order to have a complete and realistic understanding of the topic, the research explores an authentic example of an Italian restaurant in Helsinki, Finland.
The methodology research consists on two parts. The first has been a reflective literature review surrounding the topic of country branding. Secondly, primary data for the empirical part has been collected following a qualitative orientation using interviews. To complement the interviews research, a questionnaire has been used to collect data from the customer’s point of view.
As a result of this thesis the empirical and theoretical part have been able to be connected throughout a model presented in the theoretical part of this thesis. Furthermore, three main themes have been analysed and pointed out as most important in the Italian gastronomic
sector in connection to the country branding.
the country image and identity. Italy has been chosen as an example to describe a more in depth view about what is the image of this country representing. In order to have a complete and realistic understanding of the topic, the research explores an authentic example of an Italian restaurant in Helsinki, Finland.
The methodology research consists on two parts. The first has been a reflective literature review surrounding the topic of country branding. Secondly, primary data for the empirical part has been collected following a qualitative orientation using interviews. To complement the interviews research, a questionnaire has been used to collect data from the customer’s point of view.
As a result of this thesis the empirical and theoretical part have been able to be connected throughout a model presented in the theoretical part of this thesis. Furthermore, three main themes have been analysed and pointed out as most important in the Italian gastronomic
sector in connection to the country branding.