Does consumers' personal reciprocity affect future purchase intentions?

Wei Ping WU, Tsang Sing CHAN, Heng Hwa LAU

Research output: Journal PublicationsJournal Article (refereed)

21 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)345-360
Number of pages16
JournalJournal of Marketing Management
Volume24
Issue number3-4
DOIs
Publication statusPublished - 1 Jan 2008

Fingerprint

Purchase intention
Brand trust
Brand loyalty
Hong Kong
Familiarity

Keywords

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

Cite this

WU, Wei Ping ; CHAN, Tsang Sing ; LAU, Heng Hwa. / Does consumers' personal reciprocity affect future purchase intentions?. In: Journal of Marketing Management. 2008 ; Vol. 24, No. 3-4. pp. 345-360.
@article{ed6bba1141fb4cd181e7aa2bce27ead6,
title = "Does consumers' personal reciprocity affect future purchase intentions?",
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.",
keywords = "Brand loyalty, Brand trust, Future purchase intentions, Personal reciprocity, Product familiarity",
author = "WU, {Wei Ping} and CHAN, {Tsang Sing} and LAU, {Heng Hwa}",
year = "2008",
month = "1",
day = "1",
doi = "10.1362/026725708X306130",
language = "English",
volume = "24",
pages = "345--360",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Taylor and Francis Ltd.",
number = "3-4",

}

Does consumers' personal reciprocity affect future purchase intentions? / WU, Wei Ping; CHAN, Tsang Sing; LAU, Heng Hwa.

In: Journal of Marketing Management, Vol. 24, No. 3-4, 01.01.2008, p. 345-360.

Research output: Journal PublicationsJournal Article (refereed)

TY - JOUR

T1 - Does consumers' personal reciprocity affect future purchase intentions?

AU - WU, Wei Ping

AU - CHAN, Tsang Sing

AU - LAU, Heng Hwa

PY - 2008/1/1

Y1 - 2008/1/1

N2 - 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.

AB - 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.

KW - Brand loyalty

KW - Brand trust

KW - Future purchase intentions

KW - Personal reciprocity

KW - Product familiarity

UR - http://commons.ln.edu.hk/sw_master/7032

U2 - 10.1362/026725708X306130

DO - 10.1362/026725708X306130

M3 - Journal Article (refereed)

VL - 24

SP - 345

EP - 360

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 3-4

ER -