Srđan Šapić, Jovana Filipović, Stefan Zdravković

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Cultural intelligence represents a set of competencies and skills that enable a person to adapt in situations that are multicultural in nature. It consists of four basic factors, namely the metacognitive, cognitive, motivational and behavioural factors. The main goal of this paper is to examine the influence of the motivational factor of cultural intelligence on the decision of consumers from the Republic of Serbia to accept foreign brands. Empirical research was carried out using the survey method, the total number of respondents in the sample is 122, their answers were analysed using statistical software SPSS, and the statistical analyses used were reliability analysis, correlation analysis, simple regression analysis, the ANOVA test, and the T-test for two independent samples. The results of the research show that the motivational factor of cultural intelligence achieves a positive influence on the decision of consumers to accept foreign brands, that the degree of cultural intelligence is equally pronounced among people belonging to Generations X, Y and Z, as well as that the degree of cultural intelligence is more pronounced among people with a university level education compared to people with a high school education. The existing research gap in scientific literature is filled by the results of this research, while the managerial implications of the study are reflected in the provision of information to marketers about the importance of the cultural intelligence of consumers. In other words, it is emphasised that this group of consumers has cosmopolitan views, that they are part of a global consumer culture, that they are innovative, and that they buy foreign brands, which should be taken into account when formulating a marketing strategy.


consumer behaviour, intercultural marketing, cultural intelligence, motivational factor, foreign brands

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