Gratitude in relationship marketing: Theoretical development and directions for future research

Purpose - For centuries, gratitude has represented an integral component of social relationships, yet it remains relatively overlooked by marketing scholars in the study of commercial relationships. The purpose of this paper is to demonstrate how gratitude helps to build, maintain and transform comm...

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Veröffentlicht in:	European journal of marketing 2014-01, Vol.48 (1/2), p.2-24
Hauptverfasser:	D. Raggio, Randle, M. Walz, Anna, Bose Godbole, Mousumi, Anne Garretson Folse, Judith
Format:	Artikel
Sprache:	eng
Schlagworte:	Behavior Beneficiaries Emotions Marketing Purchasing Relationship marketing Studies
Online-Zugang:	Volltext
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