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Impact Of Country Personality On Attitude Toward Foreign Products : Self-Congruity As A Mediator, Murat Aktan, Paul W. Chao
Impact Of Country Personality On Attitude Toward Foreign Products : Self-Congruity As A Mediator, Murat Aktan, Paul W. Chao
Atlantic Marketing Journal
This research examines the direct effect of country personality (CP) on consumer product attitude and indirect effect through consumer self-congruity between CP and his/her own self-concept on product attitude in an emerging country- Turkey. We propose an integrated structural equation model to examine the relationships. Measurement scales for CP, self-congruity and attitude are developed whose validities and reliabilities are confirmed by exploratory (EFA) and confirmatory (CFA) factor analyses with data collected from a sample of consumers in Turkey on two countries: USA and China.
The results reveal that four out of the original six dimensions of CP remain after a …