Idrees, Ufera; Aftab, Hira; Qureshi, Hamza Ahmad; Mata, … - In: Journal of Open Innovation: Technology, Market, and … 7 (2021) 1, pp. 1-13
goods or services of a company performing philanthropic activities. The moderating effect of trust and vicarious licensing … = 0.250) and purchasing intention (b = 0.310). However, vicarious licensing weakens the relationship of reciprocity with …