Abstract:

This study examines the roles of geopolitical uncertainty (GEOUN), consumer ethnocentrism (CETH), consumer xenocentrism (CXENO), and perceived brand globalness (PBG) in explaining purchase intention (PI) toward foreign apparel brands in Colombia. Drawing on uncertainty-identity theory, the Theory of Planned Behavior, and Consumer Culture Theory, the study proposes that GEOUN reshapes identity-based consumer orientations and foreign-brand evaluations, while PBG functions as a key mechanism linking these factors to PI. Data were collected from 425 Colombian consumers and analyzed using structural equation modeling. The results indicate that GEOUN positively influences CETH, PBG, and PI. CETH also positively influences PBG, whereas CXENO does not significantly predict PBG or PI. PBG emerges as the strongest direct predictor of PI toward foreign apparel brands. Mediation analyses further show that PBG mediates the effects of GEOUN and CETH on PI, and that CETH and PBG sequentially mediate the relationship between GEOUN and PI. Overall, the findings suggest that in the Colombian foreign apparel market, PI is driven less by xenocentric preference and more by the perceived global legitimacy and prestige of foreign brands under conditions of uncertainty. The study contributes to international marketing and consumer behavior research by reassessing the role of CXENO and highlighting the central importance of PBG in the consumption of foreign brands in emerging markets.