Corporate Philanthropy Affecting Consumer Patronage Behavior: The Effect of Reciprocity and the Moderating Roles of Vicarious Licensing and Strategic Fit
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DOI: 10.3390/su9071094
Abstract: This study investigates the manner in which corporate philanthropy affects consumer patronage toward a brand. In so doing, we propose reciprocity as a key mechanism, which manifests the effect of corporate philanthropy on patronage behavior,… read more here.
Keywords: patronage; reciprocity; patronage behavior; intention ... See more keywords