1. Title of project
Examining the Moderating Role of CSR in the Relationship Between Personal Reciprocity
and Purchase Intention: A Study of Uniqlo in Hanoi, Vietnam
2. Analytical framework
Personal Reciprocity
Customer personal reciprocity is defined as the degree to which a customer is willing to
work with a firm or brand provider for their mutual benefit is measured by their personal
reciprocity. According to the principle of functional reciprocity, balanced transactions
have a higher probability of maintaining buyer-seller connections than unbalanced
exchanges do (Dorsch & Carlson, 1996).
Purchase Intention
Purchase intention is the degree of motivation to eventually buy a product (Grewal,
Krishnan, Baker, & Borin, 1998). PI or the willingness to buy is defined as the likelihood
that the buyers intend to purchase the products soon (Dodds, Monroe, & Grewal, 1991).
CSR authenticity
CSR authenticity is defined as "the perception of a company's CSR actions as a genuine
and true expression of the company's beliefs and behavior toward society that extend
beyond legal requirements" (Alhouti, Johnson, & & Holloway, 2016)
Personal Reciprocity and Purchase Intention
Personal reciprocity develops and ultimately has an impact on consumers' future purchase
intentions when customers believe they receive something in exchange for their
relationship with the business. Therefore, reciprocity is a key component in building a
relationship that will influence consumers' future purchase intentions for the good or
service (Durgani & Simanjuntak, 2012).
H1: Personal Reciprocity is positively related to Purchase Intention
CSR Authenticity and Purchase Intention
Reciprocal benefits provide a foundation for developing a long-term consumer-firm
relationship. Consumers disclose their personal information like their demographic
details, personal preference, and even sensitive information to the firm. The firm will use
this information to design and produce better quality and tailor-made products. In return,
the customers expect to receive various benefits and better-quality products. Reciprocity
will make consumers feel that it is beneficial for them to repeatedly purchase from the
same firm since they will be rewarded back for the favors given to the firm (Harish &
Furtado, 2019).
H2: There is a moderating effect of authentic CSR on the relationship between Personal
Reciprocity and Purchase Intention
3. Refer to measurements from previous research articles
Personal Reciprocity

I hope that the provider of this brand can offer
me some individualized products/services (PR1)

I am willing to give my personal information to
the provider of this brand so that I can be better
served (PR2)

I am willing to cooperate with the provider of
this brand (PR3)
Future Purchase Intention

Are you willing to re-purchase the products of
this brand in the future? (FP1)

Are you willing to give first considerations to
this brand for future purchases? (FP2)
(Durgani & Simanjuntak, 2012)
4. Data collection
Data collection plan: we will send 200 questionnaires in total, of which 5 will be selected
to send in person, the rest will be sent online. The goal is to have at least 180 usable
responses.
5. Reference list
Dorsch, M. J., & Carlson, L. (1996). A transaction approach to understanding and managing
customer equity. Journal of Business Research, 35(5), 253 - 264.
Durgani, N., & Simanjuntak, E. (2012). Consumer's Personal Reciprocity and Future Purchase
Intention: A Study on Short Brand-Model Lifecycle Product.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The Effect of Store Name, Brand Name
and Price Discounts on Consumers’ Evaluations and Purchase Intentions. Journal of
Retailing, 74(3), 331 - 352.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store
Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307 319.
Alhouti, S., Johnson, C. M., & & Holloway, B. B. (2016). Corporate social responsibility
authenticity: Investigating its antecedents and outcomes. Journal of Business Research,
69(3), 1242 – 1249.
Harish, B., & Furtado, R. (2019). How Consumer's Personal Reciprocity Influences Future
Purchase Intention of Consumer Durables: An Empirical Study. IUP Journal of Brand
Management, 16(4), 45 - 63.
Reference list table in Excel
https://docs.google.com/spreadsheets/d/1wg6jaac3p9CV0FpsGGmKCNt0ZSVZ8qiEjoR0VZ2U
a4M/edit#gid=2082415719