@article{camacho2026when,
  title = {When Globalness Matters More Than Foreignness:  The Effects of Geopolitical Uncertainty,  Consumer Identity, and Perceived Brand  Globalness on Purchase Intentions},
  author = {Luis J. CAMACHO and María Claudia LOVEGROVE},
  year = 2026,
  url = {https://ibimapublishing.com/articles/IBIMABR/2026/857887/},
  journal = {IBIMA Business Review},
  volume = 2026,
  pages = 15,
  doi = 10.5171/2026.857887,
  abstract = {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 brand globalness under conditions of global instability. Drawing on uncertainty-identity theory, the Theory of Planned Behavior, and Consumer Culture Theory, this study analyzes the relationships among geopolitical uncertainty, consumer ethnocentrism, consumer xenocentrism, perceived brand globalness, and purchase intention. Data were collected from 425 Colombian consumers and analyzed using structural equation modeling. The results show that perceived brand globalness is the strongest direct predictor of purchase intention. Geopolitical uncertainty positively influences consumer ethnocentrism, perceived brand globalness, and purchase intention, while consumer ethnocentrism affects purchase intention indirectly through perceived brand globalness. In contrast, consumer xenocentrism does not significantly predict either perceived brand globalness or purchase intention. These findings suggest that foreign apparel purchase intention in Colombia is driven less by generalized admiration for foreign products and more by the perceived global legitimacy, prestige, and symbolic strength of foreign brands. The study contributes to international marketing and consumer behavior research by demonstrating that perceived brand globalness is a key mechanism through which uncertainty and identity-based orientations are translated into marketplace behavior.},
  keywords = {Geopolitical uncertainty; consumer ethnocentrism; consumer xenocentrism; perceived brand globalness; purchase intention.},
  note = Article ID: 857887
}