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Keywords: Non-profit management
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2018) 32 (3): 322–333.
Published: 14 December 2017
.... Receiving WOM influences this link. Therefore, WOM-sending donors increase the NPO identification because they provide donors a reliable reference point. It is hypothesized: Word of mouth Blood donor Intentional loyalty Non-profit management Relationship marketing theory Relationship-related...
