Corporate Philanthropy Affecting Consumer Patronage Behavior: The Effect of Reciprocity and the Moderating Roles of Vicarious Licensing and Strategic Fit

Author： Cho Erin   Lee Jihyun   Lee Yuri  

Publisher： MDPI

E-ISSN： 2071-1050|9|7|1094-1094

ISSN： 2071-1050

Source： Sustainability, Vol.9, Iss.7, 2017-06, pp. : 1094-1094

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