How companies’ good deeds encourage consumers to adopt pro-social behavior
نویسندگان
چکیده
منابع مشابه
How, when, and why recipients and observers reward good deeds and punish bad deeds
The strength of organizational norms often depends on consistent reciprocity, i.e., regular and expected rewards for good behavior and punishments for bad behavior. Varying reactions by direct recipients and third-party observers, however, present the potential for unmet expectations and organizational inconsistency. This paper suggests that these kinds of problems are not only common but predi...
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ژورنال
عنوان ژورنال: European Journal of Marketing
سال: 2014
ISSN: 0309-0566
DOI: 10.1108/ejm-06-2012-0364