The present chapter explores the role of place-of-origin-related variables as antecedents of quality perception and loyalty toward American fast-food brands. The cognitive appraisal approach and the social identity theory help to propose a model that connects individual-related variables (animosity, ethnocentrism, metacognitive cultural intelligence) and brand-related variables (inner self-expressive brand, perceived quality and brand loyalty). The presented model was tested through empirical observation with 287 consumers of American fast-food brands. Partial least squares path modelling (SmartPLS3) was employed as a method to analyze the data. Results disclose a cognition-affection-behavior path that goes from metacognitive cultural intelligence to emotions such as animosity and inner self-expressive brand and, ultimately, behavioral brand loyalty. This investigation provides novel insight into key variables such as metacognitive cultural intelligence or the inner self-expressive brand in the field of place-of-origin regarding the service sector of restaurants.
