A Holistic Approach to Investigate Consumer’s Attitude toward Foreign Products: Role of Country Personality, Self-Congruity, Product Image and Ethnocentrism

Consumers’ evaluation of foreign products depends on various factors including their country perceptions, and ethnocentrism etc. This study introduces an integrated model incorporating the impact of country personality (CP), self-congruity (SC), product image (PPI), and ethnocentrism on consumers’ product attitude (GPA). The research was carried out on 358 Turkish consumers to evaluate and compare products with three different country origins...