Brand Management
How Consumer’s Personal Reciprocity Influences Future Purchase Intention of Consumer Durables: An Empirical Study
Article Details
| Pub. Date | : Dec, 2019 |
|---|---|
| Product Name | : The IUP Journal of Brand Management |
| Product Type | : Article |
| Product Code | : IJBRM31912 |
| Author Name | : Harish B and Raynette Furtado |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 19 |
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Abstract
The paper examines the mediating role of Consumer’s Personal Reciprocity (CPR) and the moderating role of customer satisfaction in the relationship between Brand Trust (BT), Brand Loyalty (BL) and Product Familiarity (PF) and future Purchase Intention (PI). The study reveals that CPR partially mediates BL and future PI. BT has a positive effect on future PI. The analysis also states that customer satisfaction has no moderating role in the relationship between CPR and future PI. Personal reciprocity enhances consumers’ future PI and provides another path linking BL to future PI.
Description
The paper scrutinizes the mediating role of Consumer’s Personal Reciprocity (CPR) in the relationship between Brand Loyalty (BL), Brand Trust (BT) and Product Familiarity (PF) and future Purchase Intention (PI). In this study, we consider personal reciprocity as a consumer’s conscious tendency to engage in a reciprocal and mutually beneficial relationship with a brand provider (Morales, 2005). Studies show that personal reciprocity is ingrained in a consumer-firm relationship. In order to have a long-term fruitful customer-firm relationship, there should be a balance between receiving and giving (Fournier, 1998).
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