Enabling consumer reciprocity through voucher campaigns
Purpose – This study proposes that reciprocity appeal may influence consumers helping behavior. The authors suggest that this influence depends on the target of reciprocity (direct vs. indirect), consumer–brand social distance (close vs. distant) and frequency of exposure to the appeal over time. De...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | Portuguese |
| Published: |
Emerald Publishing
2024-11-01
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| Series: | REGE Revista de Gestão |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/REGE-02-2023-0017/full/pdf |
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