English, Article edition: Personality-Relatedness and Reciprocity framework for analyzing retailer-consumer interactions Kaltcheva, Velitchka D.; Parasuraman, A.

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Physical Description
  • article
Language
  • English

Edition details

Title
  • Personality-Relatedness and Reciprocity framework for analyzing retailer-consumer interactions
Author
  • Kaltcheva, Velitchka D.
  • Parasuraman, A.
Physical Description
  • article
Notes
  • The article introduces four relational models from the social sciences that are relevant for classifying retailer-consumer interactions. Similarities between the relational models are identified and two continuous relational dimensions-personality-relatedness and reciprocity-are derived. The personality-relatedness dimension defines the degree to which consumers place importance on the retailer's personality (values and culture); reciprocity describes the degree to which consumers place importance on comparative outcomes (the difference between the consumer's and the retailer's outcomes). The two relational dimensions establish the Personality-Relatedness and Reciprocity (PRR) framework--a relational framework suitable for analyzing a wide variety of retailer-consumer interactions. The framework informs propositions for future research. The article discusses theoretical contributions and managerially relevant implications of the PRR framework.
  • Retailer-consumer interactions Personality-relatedness Reciprocity Positioning strategies
  • RePEc:eee:jbrese:v:62:y:2009:i:6:p:601-608
Language
  • English
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