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

• Main Authors: Md Isa, Azwardi, Saud, Mohammad Basir, Ismail, Md Daud
• Format: Article
• Language: English
• Published: Elsevier Taiwan LLC 2015
• Subjects: HF Commerce
• Online Access: http://repo.uum.edu.my/16793/1/30.pdf; http://repo.uum.edu.my/16793/; http://doi.org/10.1016/j.apmrv.2015.10.001
• Institution: Universiti Utara Malaysia

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 na...