Cruz-Cárdenas, Jorge; González, Reyes; Val Núñez, … - In: Journal of Business Research 68 (2015) 7, pp. 1635-1637
To use or not to use a disliked gift is a dilemma for recipients. Their choice will affect their relationship with the giver as well as marketing and business. However, the study of this topic is scarce in the consumer behavior discipline. Through a survey on 1269 adults in Ecuador, a Latin...