The effect of corporate philanthropy on consumer behavior:open innovation in the operating mechanism

The aim of this study was to highlight the effect of corporate philanthropy (CP) on consumer patronage behavior. For this purpose, reciprocity was taken as the key mechanism which determines consumers’ willingness to participate in and buy goods or services of a company performing philanthropic acti...

ver descrição completa

Detalhes bibliográficos
Autor principal: Idrees, Ufera (author)
Outros Autores: Aftab, Hira (author), Qureshi, Hamza Ahmad (author), Mata, Mário Nuno (author), Martins, José Moleiro (author), Mata, Pedro Neves (author), Martins, Jéssica Nunes (author)
Formato: article
Idioma:eng
Publicado em: 2021
Assuntos:
Corporate philanthropy
Reciprocity
Trust
Vicarious licensing
Participation intention
Purchasing intention
Texto completo:http://hdl.handle.net/10400.15/3469
País:Portugal
Oai:oai:repositorio.ipsantarem.pt:10400.15/3469

Texto Completo

http://hdl.handle.net/10400.15/3469

Registos relacionados