When Globalness Matters More Than Foreignness: The Effects of Geopolitical Uncertainty, Consumer Identity, and Perceived Brand Globalness on Purchase Intentions
IBIMA Business Review
This study examines how geopolitical uncertainty and competing consumer identity orientations shape purchase intentions toward foreign apparel brands in Colombia. While prior research has emphasized consumer xenocentrism and ethnocentrism as important explanations for foreign-brand preferences, less is known about how these orientations operate alongside perceived…
