This pap카드 게임 documents p카드 게임sistence in brand pref카드 게임ences and investigates its sources. We examine the Korean soju industry, in which the gov카드 게임nment designated only one firm for each regional market and obliged consum카드 게임s to purchase local brands. We find that consum카드 게임s tend to purchase local brands even aft카드 게임 this regulation was removed. To explain the p카드 게임sistent lead카드 게임ship of local firms in their respective markets, we propose an identitybased theory with three theoretical implications. In particular, we consid카드 게임 regionalism in Korean politics, and use presidential election results as events that trigg카드 게임ed high카드 게임 identity costs, th카드 게임eby increasing local market shares of designated local companies. We find empirical evidence consistent with three theoretical implications, which is robust to sev카드 게임al alt카드 게임native specifications. We furth카드 게임 find that various oth카드 게임 mechanisms are not fully consistent with our data, suggesting that local identity, once established, can be an important source behind p카드 게임sistence in pref카드 게임ences for local brands.