Does consumers' personal reciprocity affect future purchase intentions?

Wei Ping WU*, T. S. Chan, Heng Hwa Lau

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

26 Citations (Scopus)


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
Issue number3-4
Publication statusPublished - 2008

Scopus Subject Areas

  • Strategy and Management
  • Marketing

User-Defined Keywords

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


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