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Keywords: Gift exchange
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (2): 618–646.
Published: 18 September 2020
... © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Surprise Gift exchange Giver Recipient Paradox To contribute to the literature stream on gift giving in the context of consumer behavior, we propose investigating the role of surprise...
