Idrees, Ufera; Aftab, Hira; Qureshi, Hamza Ahmad; Mata, … - In: Journal of open innovation : technology, market, and … 7 (2021) 1/100, pp. 1-13
The aim of this study was to highlight the effect of corporate philanthropy (CP) on consumer patronage behavior. For this purpose, reciprocity was taken as the key mechanism which determines consumers' willingness to participate in and buy goods or services of a company performing philanthropic...