The paper aims to understand the mediating effect of Country Image (CI) on the relationship between consumer cosmopolitanism and consumers’ purchase, visit and investment intentions towards a foreign country, considering the moderating effects of ethnocentrism, materialism, product familiarity, and visits to a country in a global market. The study extends research on the global and local consumption by simultaneously analysing the influence of country image dimensions and several moderating effects on consumers’ behavioural intentions. Four hundred and fifty-seven valid responses from international consumers were collected through a questionnaire measuring country image dimensions. Findings indicate that cosmopolitanism has a significant and positive effect on foreign consumers’ behavioural intentions and country image dimensions mediate this relationship. Moreover, a moderating effect was found for ethnocentrism, materialism, product familiarity, and visits to a country on the relationship between country cognitions and the intentions to visit the country. This study shows the importance of considering cosmopolitanism as a potential segmentation variable in international markets. The results can help managers and policymakers to better understand the image that foreign consumers hold about Portugal, their intentions to buy or invest in the country, as well as to think of Portugal as a tourism destination.

Abstract
1. Introduction
2. Conceptual Background
    2.1. Consumers’ Positive Disposition towardForeign Countries
    2.2. The Mediating Roles of CountryCognitions and Country Affect
    2.3. The Moderating Effect of Materialism,Consumer Ethnocentrism (CET), CountryProduct Familiarity and Visits to a Country
    2.4. Conceptual Model
3. Methodology
    3.1. Instruments and Measurements
    3.2. Data Collection and Sample Description
4. Empirical Results and Discussion
5. Conclusions
6. Limitations and Suggestions for FutureResearch
Reference

• Ana SOUSA(School of Economics and Management (EEG), University of Minho, GOVCOPP, University of Aveiro) Corresponding Author
• Helena NOBRE(DEGEIT - Economics, Management, Industrial Engineering and Tourism, GOVCOPP, University of Aveiro)
• Minoo FARHANGMEHR(School of Economics and Management (EEG), University of Minho)