This research focuses on the decision of consumers' upgrading purchases, specifically on the relationship between recency, i.e., how long it has been since the consumer's previous purchase, and brand loyalty in a high-technology durable upgrade context. The effect of recency on brand loyalty is found significantly negative. This relationship is moderated by disposable income, need for uniqueness, fear of product obsolescence, which reflect contingencies related to consumer heterogeneity. Specifcally, the negative relationship of recency with brand loyalty increases when consumers' disposable income increases. Consumers' fear of product obsolescence strengthens the negative relationship of recency with brand loyalty, whereas this relationship is weakened by consumers' need for uniqueness.
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