EFFECTS OF PRODUCT IMAGE, COUNTRY PERSONALITY, SELF-CONGRUITY AND ETHNOCENTRISM ON ATTITUDE TOWARD FOREIGN PRODUCTS

摘要

The results show that the CP construct retained five of the original six CP dimensions. However, only two (agreeableness and assiduousness) out of the five dimensions show a direct effect on product attitude. Although the effect of assiduousness on product attitude was negative, its indirect effect on product attitude through self-congruity was positive. Our findings suggest that CP can influence attitude directly or indirectly through a person's self-congruity. Country product image (CPI) can also serve as a country image variable to influence product attitude. There is also a direct relationship between CPI and CP. Ethnocentrism did not influence product attitude directly. However, it showed indirect effects on product attitude through the two GPI dimensions: distinctiveness and service.