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