Predicting purchase intentions for uni‐national and bi‐national products

Aims to predict purchase intentions for uni‐national and bi‐national products by examining the relationships among brand attitude, country‐of‐manufacture (COM), consumer ethnocentrism, product evaluation, and product attitude. The sample included 281 students from three Midwestern universities in the USA. A model incorporating the hypothesized relationships among the variables was tested separately for the three different product categories of cameras, television sets, and sweaters. Data were analyzed by a maximum‐likelihood estimation procedure using LISREL VII. The proposed model showed an acceptable fit to the data for all three product categories. Findings indicated that favorable attitudes toward a product significantly predicted intention to purchase the product. The relationships between ethnocentrism, brand attitude, COM, and product evaluation were product‐specific.