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Keywords: Business-to-consumer gift
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (10): 2477–2500.
Published: 13 October 2020
... 08 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social connection Service marketing Business-to-consumer gift Norm of positive reciprocity Relationship marketing Value creation Consumer interaction Husni Kharouf can...
