Drawing from a large sample of consumer survey in five major cities of China, this empirical study examines different underlying mechanisms of cultural identity and consumer ethnocentrism constructs. Furthermore, it investigates their different impacts on consumer preferences and buying behavior regarding domestic vs. import brands based on a group of hypotheses derived from theoretical conceptualizations. Test results demonstrate that cultural identity enhances both preference and purchasing of domestic brands. On the other hand, consumer ethnocentrism has a negative impact on relative preference for import brands but not on actual buying of domestic or import brands. Moderating role of brand equity is also examined. Theoretical contribution and managerial impactions based on such findings are provided.