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Journal Articles

Guest editorial: A theatrical perspective of customer-to-customer (C2C) interactions and helping behaviours in the banking environment

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Estelle van Tonder, Stephen Graham Saunders, Naz Onel, Jillian Farquhar
Journal: International Journal of Bank Marketing
International Journal of Bank Marketing (2026) 44 (1): 1–3.
https://doi.org/10.1108/IJBM-01-2026-782
Published: 08 January 2026
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Journal Articles

Customer helping behaviour in the banking environment: a gift-giving perspective and research agenda

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Estelle van Tonder, Stephen Graham Saunders
Journal: International Journal of Bank Marketing
International Journal of Bank Marketing (2025) 43 (1): 47–61.
https://doi.org/10.1108/IJBM-04-2024-0234
Published: 30 July 2024
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Journal Articles

Customer helping and advocacy behaviours within dyadic financial service relationships: a gift-giving perspective

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Estelle van Tonder, Stephen Graham Saunders, Mwarumba Mwavita, Sohee Kim
Journal: International Journal of Bank Marketing
International Journal of Bank Marketing (2022) 40 (2): 221–241.
https://doi.org/10.1108/IJBM-04-2021-0134
Published: 29 October 2021
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