Yu, Lingzhi; Zhao, Tingting; Fan, Xiucheng - In: Asia Pacific Journal of Marketing and Logistics 33 (2021) 8, pp. 1723-1742
Purpose: Relational norms, referring to shared values about behavioral rules, distinguish communal and exchange relationships based on different reciprocal expectations between actors. This research explains how reciprocal expectations behind the two relationships trigger gift givers' disparate...