This study examines the direct effect of consumer ethnocentrism and the mediation effect of self-image congruity on local brand preference among three countries that are typically classified as more collectivistic - Taiwan, Japan and South Korea. A total of 716 usable questionnaires were collected from consumers in these three countries for three different product categories (beer, cosmetics and personal computer). To examine the proposed hypotheses in this study, we conducted ANOVA and hierarchical regression. The main finding in this study was that the direct effect of consumer ethnocentrism as well as the mediation effect of self-image congruency on local brand preference is contingent upon both the product category of the brand and the nationality of the consumer. Our study also found that strong ethnocentric tendencies within a country may not automatically translate into a negative bias toward foreign brands that enter the country. Global practitioners should invest resources in the social/emotional dimensions of their brands that connect with the self-image of local consumers to effectively win brand preference.