Reciprocity as a key stabilizing norm of interpersonal marketing relationships: Scale development and validation ☆

By S. Pervan, L. Bove, Lester W. Johnson. 2009

136 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Social Psychology

View Paper: https://www.semanticscholar.org/paper/ee311442a23f7b74d2549cff2da44b052e8706c6

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. David A. Griffith

In Organizational Behavior and Human Resource Management

1. Jessica J. Hoppner
2. Ryan C. White
3. David A. Griffith

In Social Psychology

1. Jessica J. Hoppner
2. Ryan C. White
3. David A. Griffith

Citations in the corpus

• Reciprocity in Relationship Marketing: A Cross-Cultural Examination of the Effects of Equivalence and Immediacy on Relationship Quality and Satisfaction with Performance (2015, background): “…Adler and Graham 1989; Axelrod 2006; Campbell et al. 1988; Graham et al. 1988; Jap and Ganesan 2000; Mintu-Wimsatt and Graham 2004), whereas others note that the firm may perform different actions in return (e.g., Frazier and Rody 1991; Hoppner and Griffith 2011; Pervan, Bove, and Johnson 2009).”