The Role and Nature of Willingness to Sacrifice in Marketing Relationships

The Role and Nature of Willingness to Sacrifice in Marketing Relationships

Studies of human relationships in anthropology, religion, community studies and psychology have determined that willingness to sacrifice plays an important role in reinforcing and strengthening social bonds. It is remarkable that given the increasing prominence of the relationship marketing paradigm...

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Bibliographic Details
Main Author: Matear, MARGARET
Other Authors: Queen's University (Kingston, Ont.). Theses (Queen's University (Kingston, Ont.))
Language:en
en
Published: 2014
Subjects:
Marketing
Brand Community
Sacrifice
Relationship Marketing
Willingness to Sacrifice
Community Success
Sacrifice in Marketing
Community Management
Reciprocity
Communities of Interest
Online Access:http://hdl.handle.net/1974/8695

Internet

http://hdl.handle.net/1974/8695

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