... Reciprocity Emotional contagion Feelings-as-information theory Tipping studies in the domains of marketing, hospitality and psychology have yielded profound insights into the drivers of gratuity behavior, including aspects such as emotional contagion (e.g. servers’ affective displays influencing...

... you Domino’s, excellent idea! You will be rewarded.” Relationship marketing Social exchange theory Reciprocity Community engagement Retail strategy Retailing Reciprocity theory We present the conceptual framework for the study in Figure 2 . Consistent with SET (Blau, 1964...

... and the norm of reciprocity, it examines the asymmetries between BLOY and customer spending and the moderating influence of personal communication (PCOMM) as a social reward and dispositional positive reciprocity as process evidence. Design/methodology/approach Study 1a (n = 309) gathered customer...

...Hyejin Bang; Dongwon Choi; Sukki Yoon; Tae Hyun Baek; Yeonshin Kim Purpose Prosocial advertisers widely use assertive messages to encourage prosocial attitudes and behaviors, but ironically, assertive messages may cause reactance. By applying cultural theories and the reciprocity principle...

... by the perceived relational embeddedness of the allies and their respective perceived corporate credibility. In Study 1, the authors investigate the effects of (reciprocal) explicit brand mentions by both allies (as opposed to by a single ally) and further test whether explicit brand mentions moderate spillover...