... and conditional donation magnitude. Originality/value Contrary to industry practice of focusing on patients who have experienced dramatic single events with the health-care system (inpatient and emergency visits), these findings provide evidence in favor of a reciprocal relationship between patients...

.... Grounded theory methodology was applied to sponsorship of arts organisations through interviews with the managers of arts organisations worldwide who had been involved in seeking and managing sponsorship relationships. Reciprocity was found to be the key factor in successful sponsorship...

... relationship marketing investments. Building on the many previous studies that focus on the impact of economic investments in relationship marketing on customer gratitude, this study is the first to highlight psychological mechanisms (namely, the norm of reciprocity and customer cynicism) as additional...

...David A. Gilliam; Steven W. Rayburn Purpose This paper aims to examine how other-regarding personality traits relate to reciprocity among frontline employees (FLEs). Design/methodology/approach Other-regarding personality variables were used to model the propensity for reciprocity and actual...