Based on the ABC Model of Attitudes, we combine country brand’s three levels (country image, made in image and category image) and two components (cognition and affect) to develop country brand effect model under high-involvement purchase decision. At the same time, we investigate the moderating effects of holistic thinking and consumer animosity. We conducted two studies, collected online and offline data by means of questionnaires, conducted data analysis with structural equation modeling, and finally got research results. Our results reveal that made-in image and cognitive category image indirectly impact purchase intentions through affective category image; holistic thinking moderates the relationship between made-in image and affective category image.