Title

Does consumers' personal reciprocity affect future purchase intentions?

Document Type

Journal article

Source Publication

Journal of Marketing Management

Publication Date

1-1-2008

Volume

24

Issue

3-4

First Page

345

Last Page

360

Publisher

Routledge

Keywords

Brand loyalty, Brand trust, Future purchase intentions, Personal reciprocity, Product familiarity

Abstract

In this study, we examine the mediating role of a consumer's personal reciprocity in the relationships between brand trust, brand loyalty and product familiarity, and future purchase intentions. Data from 308 printer users in Hong Kong reveals that a consumer's personal reciprocity partially mediates the relationships between brand trust and brand loyalty, and future purchase intentions. The theoretical implication is that personal reciprocity not only enhances consumers' future purchase intentions but also provides an alternative path linking brand trust and brand loyalty to consumers' future purchase intentions. The managerial implication is that by capitalising on a consumer's personal reciprocity in the context of consumer-firm relationships, firms can improve their performance in retaining existing customers.

DOI

10.1362/026725708X306130

Print ISSN

0267257X

E-ISSN

14721376

Publisher Statement

Copyright © Westburn Publishers Ltd. Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Language

English

Recommended Citation

Wu, W.-P., Chan, T. S., & Lau, H. H. (2008). Does consumers' personal reciprocity affect future purchase intentions? Journal of Marketing Management, 24(3-4), 345-360. doi: 10.1362/026725708X306130

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