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Keywords: Reciprocity theory
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (12): 3250–3276.
Published: 27 September 2021
... Retailing Reciprocity theory In June of 2018, Domino’s Pizza aired television commercials across the USA introducing their “Paving for Pizza” program (Swaminathan, 2018 ; www.Dominos.com). The commercials contained footage of actual Domino’s road repair crews fixing potholes to help reduce...
