Examining reasons for post-purchase satisfaction in buying local brands

When local meets local

Azwardi Md Isa, Mohammad Basir Saud, Md Daud Ismail

Research output: Contribution to journalArticle

Abstract

This paper relies on social identity theory to explore post-purchase satisfaction for buying local brands. Concepts including ethnocentrism, self-congruity, corporate brand, service quality and product characteristics are applied towards the customers of Proton and Perodua, two of Malaysia's national automobile brands. The primary purpose is to examine in what ways Proton customers differ from Perodua customers. Using a survey method, 478 respondents were recruited for Proton and 235 for Perodua. The study was carried out at service centres for both brands. Three important findings are reported in this study: first, domestic purchasing is not necessarily related to ethnocentrism; second, consumers are rational; and third, measurement equivalence analysis is important if a study has different types of respondents. These findings are in opposition to other consumer studies that have highlighted ethnocentrism as the primary reason for buying local brands, and this study suggests that there is more to consumer choice than ethnocentric considerations.

Original languageEnglish
Pages (from-to)48-61
Number of pages14
JournalAsia Pacific Management Review
Volume21
Issue number1
DOIs
Publication statusPublished - 1 Mar 2016

Fingerprint

Purchase
Ethnocentrism
Self-congruity
Quality characteristics
Consumer choice
Measurement equivalence
Purchasing
Corporate brand
Service quality
Social identity theory
Automobile
Product characteristics
Malaysia

Keywords

  • Ethnocentrism
  • Measurement equivalence
  • Social identity

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management

Cite this

Examining reasons for post-purchase satisfaction in buying local brands : When local meets local. / Isa, Azwardi Md; Saud, Mohammad Basir; Ismail, Md Daud.

In: Asia Pacific Management Review, Vol. 21, No. 1, 01.03.2016, p. 48-61.

Research output: Contribution to journalArticle

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