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Examining reasons for post-purchase satisfaction in buying local brands: When local meets

This is a research report on Examining reasons for post-purchase satisfaction in buying local brands: When local meets  uploaded by Jasmine Pvk in category: All Documents »  Retail Management »  Locational & Store Strategy section of our research repository.
967 views, 0 comments, Last Update: Feb 3, 2016.
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Tags: Social identity , Measurement equivalence
Description:
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.



 

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