In this era of globalization, the competition between foreign and domestic brands is become intensely. Due to the current economic downfall of many countries, a consumer trend seems to be occurring that consumer prefer to choose domestic products and brands in order to support domestic industries and create job opportunities for local people. This study focuses on the discussion of the domestic brand, domestic manufacture, ethnocentrism, quality perception, purchase intention as well as brand, and the relationships among them. A theoretic model is proposed that ethnocentrism and quality perception will influence the customer’s preference of domestic product and brand. If an individual finds that the product quality of a domestic manufacturing is not good, the preference of the domestic product and brand will be decreased. Moreover, the preference of domestic product is a mediator between ethnocentrism and domestic brand. If an individual finds that the product of a domestic brand is not made in the home country, the preference of the domestic brand will be also decreased. A fashion brand Lativ in Taiwan is discussed to apply the model to explain the consumer backlash after those brands moved manufacturing base from the home country to foreign countries. The study discusses the difference of domestic product and domestic brand, and proposes the critical factors that influence consumer purchase decision of domestic product and brand.
