Country of origin image and consumer xenocentrism in the context of forming consumer attitudes and loyalty to foreign brands: Moderating effect of cultural intelligence

Due to the process of globalization, consumer attitudes are formed under the influence of numerous factors, which are not analyzed significantly when it comes to the company's business in the domestic market, but can have important implications when the company's management decides to internationalize the business. Country of origin information is an important indicator of product quality, superiority and reliability. Also, within the process of globalization, ethnocentric consumer tendencies are becoming an important and crucial factor for multinational companies operating outside their domestic market. On the other hand, a certain number of consumers have dilemma whether to support the national economy by buying domestic products, or to decide to buy better quality foreign products. The high degree of consumer xenocentrism, as well as the high degree of development of cultural intelligence and global consumer culture, implies preferences towards foreign brands in relation to domestic ones. The research was conducted in order to determine whether the image of the country of origin (cultural heritage, fashion capital, technological progress) and consumer xenocentrism have a positive impact on consumer attitudes towards foreign brands, as well as whether the formed positive consumer attitude affects their loyalty to foreign brands. Also, the research examines the moderating effect of cultural intelligence (metacognitive, cognitive, motivational and behavioral factors) in relation to these variables. Empirical research has been conducted. Statistical analysis was performed on a sample of 318 respondents from the territory of the Republic of Serbia. The results showed that these variables have a positive impact on consumer attitudes and loyalty to foreign brands, so the study offers important practical implications.