Consumer trust in foreign banking brands in colombia: the role of xenocentric and ethnocentric attitudes

Purpose This study examines how consumer xenocentrism and ethnocentrism are associated with trust in foreign banking brands in an emerging-market context, with a particular focus on Colombia. It also analyzes whether perceived brand globalness conditions these relationships, thereby contributing to debates on global-local tensions in financial service consumption. Design/methodology/approach A quantitative research design was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze survey data collected from a convenience sample of 347 Colombian consumers. Participants were required to have prior experience with both domestic and foreign banking institutions. The analysis included Exploratory and Confirmatory Factor Analyses to establish the reliability and validity of the constructs. Findings The results indicate that xenocentrism is positively and significantly associated with trust in foreign banks, whereas ethnocentrism is negatively and significantly associated with trust. An exploratory multi-group analysis yielded indicative patterns consistent with a possible moderating role of perceived brand globalness: the positive association between xenocentrism and trust was stronger, and the negative association between ethnocentrism and trust was weaker, among respondents who perceived the foreign bank as global. However, because the subgroup sizes were highly unequal ( n = 308 and n = 39), these findings are non-conclusive and should not be interpreted as confirmatory evidence of moderation. Originality/value This research advances the understanding of consumer trust in international banking by providing evidence of the distinct associations of xenocentrism and ethnocentrism with consumer trust. It emphasizes the strategic relevance of global brand positioning in emerging economies and offers practical insights for financial institutions seeking to navigate the balance between global appeal and local loyalty. The main structural model shows that ethnocentrism is negatively associated with trust in foreign banks. In addition, the exploratory multi-group analysis provides indicative, non-conclusive evidence that this negative association may be weaker when the bank is perceived as global. The study contributes to globalization research by showing that global brand appeal and local cultural resistance may coexist in emerging financial service markets.