Quid pro quo The impact of explicit brand mentions and reciprocity in brand alliance communications

PurposeThis paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers’ purchase intention and willingness to pay for an innovation, as mediated by the perceived relational embeddedness of the allies a...

Full description

Saved in:

Bibliographic Details
Published in:	European journal of marketing Vol. 53; no. 2; pp. 320 - 344
Main Authors:	Roosens, Bram, Dens, Nathalie, Lievens, Annouk
Format:	Journal Article
Language:	English
Published:	Bradford Emerald Group Publishing Limited 11.02.2019
Subjects:	Alliances Between-subjects design Brands Collaboration Communication Consumer behavior Consumers Cooperation Credibility Hypotheses Perceptions Product quality Purchase intention Studies Willingness to pay
ISSN:	0309-0566, 1758-7123
Online Access:	Get full text
Tags:	Add Tag No Tags, Be the first to tag this record!

Abstract	PurposeThis paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers’ purchase intention and willingness to pay for an innovation, as mediated by the perceived relational embeddedness of the allies and their respective perceived corporate credibility. In Study 1, the authors investigate the effects of (reciprocal) explicit brand mentions by both allies (as opposed to by a single ally) and further test whether explicit brand mentions moderate spillover effects from the ally. In Study 2, the authors investigate the effect of reciprocity of explicit brand mentions and whether this is moderated by a company’s experience.Design/methodology/approachThe authors conduct two online experiments. Study 1 (N = 216) is a four-level between-subjects experiment (single communication by Partner A with explicit brand mention, single communication by Partner B with explicit brand mention, explicit brand mentions by both allies and mere partnership mention by both allies) where participants judge a social alliance related to a new tablet. Study 2 (N = 376) builds upon these findings in a 4 (explicit brand mentions by both allies; mere partnership mention by both allies; explicit brand mention by Partner A, mere partnership mention by Partner B; explicit brand mention by partner B, mere partnership mention by Partner A) × 2 (Partner A experience: established vs startup) between-subjects experimental design for a co-created battery.FindingsSpillover effects from one ally to the other are stronger with explicit brand mentions than with a mere partnership mention. There is no added value of two allies communicating over one, provided that both partners explicitly mention their partner brand. However, when allies do communicate separately, it is crucial that an explicit brand mention is reciprocated. This effect is explained by an increase in the perceived relational embeddedness of the partners, which in turn positively influences their corporate credibility. This effect does not differ depending on a company’s experience.Originality/valueThis research is one of the first to study effects of how a brand alliance is communicated and extends previous studies on the effects of communication about brand and co-creation alliances by demonstrating that communications moderate spillover effects, that brand mention reciprocity is crucial, and by introducing the concept of perceived relational embeddedness.
AbstractList	PurposeThis paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers’ purchase intention and willingness to pay for an innovation, as mediated by the perceived relational embeddedness of the allies and their respective perceived corporate credibility. In Study 1, the authors investigate the effects of (reciprocal) explicit brand mentions by both allies (as opposed to by a single ally) and further test whether explicit brand mentions moderate spillover effects from the ally. In Study 2, the authors investigate the effect of reciprocity of explicit brand mentions and whether this is moderated by a company’s experience.Design/methodology/approachThe authors conduct two online experiments. Study 1 (N = 216) is a four-level between-subjects experiment (single communication by Partner A with explicit brand mention, single communication by Partner B with explicit brand mention, explicit brand mentions by both allies and mere partnership mention by both allies) where participants judge a social alliance related to a new tablet. Study 2 (N = 376) builds upon these findings in a 4 (explicit brand mentions by both allies; mere partnership mention by both allies; explicit brand mention by Partner A, mere partnership mention by Partner B; explicit brand mention by partner B, mere partnership mention by Partner A) × 2 (Partner A experience: established vs startup) between-subjects experimental design for a co-created battery.FindingsSpillover effects from one ally to the other are stronger with explicit brand mentions than with a mere partnership mention. There is no added value of two allies communicating over one, provided that both partners explicitly mention their partner brand. However, when allies do communicate separately, it is crucial that an explicit brand mention is reciprocated. This effect is explained by an increase in the perceived relational embeddedness of the partners, which in turn positively influences their corporate credibility. This effect does not differ depending on a company’s experience.Originality/valueThis research is one of the first to study effects of how a brand alliance is communicated and extends previous studies on the effects of communication about brand and co-creation alliances by demonstrating that communications moderate spillover effects, that brand mention reciprocity is crucial, and by introducing the concept of perceived relational embeddedness.
Author	Lievens, Annouk Roosens, Bram Dens, Nathalie
Author_xml	– sequence: 1 givenname: Bram surname: Roosens fullname: Roosens, Bram organization: Faculty of Business and Economics, Department of Marketing, University of Antwerp, Antwerp, Belgium – sequence: 2 givenname: Nathalie surname: Dens fullname: Dens, Nathalie organization: Faculty of Business and Economics, Department of Marketing, University of Antwerp, Antwerp, Belgium and Antwerp Management School, Antwerp, Belgium – sequence: 3 givenname: Annouk surname: Lievens fullname: Lievens, Annouk organization: Faculty of Business and Economics, Department of Marketing, University of Antwerp, Antwerp, Belgium
BookMark	eNp1j0tLAzEUhYNUcNq6d1lwHb15TDJZSqlWqYig65AnTKkzbTKz8N-boa4EV3dxz3cO3xzNur4LCN0QuCMEmvvNyysGhSkQgaEGeoEqIusGS0LZDFXAyhNqIa7QPOc9QIGYrNDyfWz96pj61Wnsl-gymkMO1793gT4fNx_rLd69PT2vH3bYUUkGzKMB603DwYNorAHJuBAsEKEsdTYaF7gzRkZPYm0Ij8JLbmWslVKWBc8W6PbcW3ZPY8iD3vdj6sqkpqSRiipFZUnBOeVSn3MKUR9T-2XStyagJ2ddnDUoPTnrybkg4g_i2sEMbd8NybSH_8EfCRRazA
CitedBy_id	crossref_primary_10_1108_EJM_02_2021_0073 crossref_primary_10_1016_j_pubrev_2023_102394 crossref_primary_10_1108_EJM_12_2019_0886 crossref_primary_10_1108_EJM_01_2022_0038 crossref_primary_10_1080_00913367_2025_2510232 crossref_primary_10_1108_IJCHM_09_2022_1128 crossref_primary_10_1016_j_jhtm_2020_07_006 crossref_primary_10_1007_s11002_025_09791_5 crossref_primary_10_1016_j_jhtm_2021_03_017 crossref_primary_10_1108_EJM_12_2018_0842
Cites_doi	10.1016/j.jbusres.2008.01.039 10.1016/j.indmarman.2010.02.021 10.1016/S0167-8116(01)00048-9 10.1108/13552550610667422 10.1007/978-3-658-08132-4_23 10.1016/j.jbusres.2015.05.009 10.1007/s11573-017-0850-z 10.1080/10410236.2012.700391 10.1177/0899764012450777 10.1016/S0167-6296(01)00086-8 10.1007/s11002-013-9265-y 10.1108/13632540810881974 10.1108/JPBM-05-2015-0893 10.1509/jmkg.64.2.66.18000 10.1108/03090561211189220 10.1002/smj.577 10.1111/ijcs.12071 10.2753/JOA0091-3367380308 10.1057/s41262-017-0053-5 10.1111/j.1460-2466.2012.01677.x 10.1287/mksc.1070.0326 10.1111/jpim.12096 10.1108/10610420010344013 10.1287/orsc.2015.0970 10.1509/jmkg.65.2.1.18253 10.1108/10610420410568417 10.1057/s41262-016-0013-5 10.1111/jpim.12178 10.1080/0267257X.2013.796318 10.1002/mar.20130 10.1037/a0021470 10.1016/j.respol.2006.09.002 10.1016/j.bushor.2011.01.007 10.1177/002224379503200409 10.1177/002224379803500105 10.1007/s10551-010-0461-x 10.1086/679119 10.1509/jmkg.69.2.84.60760 10.1108/07363760010357796 10.1016/S1441-3582(08)70012-0 10.1057/palgrave.jibs.8400098 10.1007/s11002-017-9444-3 10.19030/jber.v15i1.9853 10.1002/mar.20017 10.1086/209380 10.1108/MIP-03-2013-0055 10.2753/MTP1069-6679170203 10.1016/j.jbusres.2006.09.030 10.2501/JAR-2016-011 10.1111/j.0737-6782.2004.00067.x 10.1080/13527266.2017.1409250 10.15358/0344-1369-2015-2-69 10.1111/j.1467-9310.2009.00570.x 10.1086/322898 10.1016/j.jbusres.2004.05.001 10.1080/00913367.2005.10639203 10.1108/03090561211247874 10.1016/S0148-2963(99)00104-6
ContentType	Journal Article
Copyright	Emerald Publishing Limited 2019
Copyright_xml	– notice: Emerald Publishing Limited 2019
DBID	AAYXX CITATION 0U~ 1-H 7WY 7WZ 7XB 8AO 8FI AFKRA AXJJW AZQEC BENPR BEZIV CCPQU DWQXO FYUFA F~G GNUQQ K6~ L.- L.0 M0C M0Q M2M PHGZM PHGZT PKEHL PQBIZ PQEST PQQKQ PQUKI PSYQQ Q9U
DOI	10.1108/EJM-09-2016-0502
DatabaseName	CrossRef Global News & ABI/Inform Professional Trade PRO ABI/INFORM Collection ABI/INFORM Global (PDF only) ProQuest Central (purchase pre-March 2016) ProQuest Pharma Collection Hospital Premium Collection ProQuest Central UK/Ireland Asian & European Business Collection ProQuest Central Essentials - QC ProQuest Central Business Premium Collection ProQuest One Community College ProQuest Central Proquest Health Research Premium Collection ABI/INFORM Global (Corporate) ProQuest Central Student ProQuest Business Collection ABI/INFORM Professional Advanced ABI/INFORM Professional Standard ABI/INFORM Global European Business Database Psychology Database ProQuest Central Premium ProQuest One Academic ProQuest One Academic Middle East (New) ProQuest One Business (OCUL) ProQuest One Academic Eastern Edition (DO NOT USE) ProQuest One Academic (retired) ProQuest One Academic UKI Edition ProQuest One Psychology ProQuest Central Basic
DatabaseTitle	CrossRef ABI/INFORM Global (Corporate) ProQuest One Business ProQuest One Psychology ProQuest European Business ProQuest Central Student ProQuest One Academic Middle East (New) ProQuest Central Essentials Asian & European Business Collection ProQuest One Community College Trade PRO ProQuest Pharma Collection ABI/INFORM Complete ProQuest Central Global News & ABI/Inform Professional ABI/INFORM Professional Advanced Health Research Premium Collection ABI/INFORM Professional Standard ProQuest Central Korea ProQuest Central (New) Business Premium Collection ABI/INFORM Global ProQuest Central Basic ProQuest One Academic Eastern Edition ProQuest Hospital Collection ProQuest Business Collection ProQuest Psychology Journals ProQuest One Academic UKI Edition ProQuest One Academic ProQuest One Academic (New)
DatabaseTitleList	ABI/INFORM Global (Corporate)
Database_xml	– sequence: 1 dbid: AXJJW name: Asian & European Business Collection url: https://search.proquest.com/asianeuropeanbusiness sourceTypes: Aggregation Database
DeliveryMethod	fulltext_linktorsrc
Discipline	Business
EISSN	1758-7123
EndPage	344
ExternalDocumentID	10_1108_EJM_09_2016_0502
GroupedDBID	-~X .WV 0R~ 1WG 29G 3FY 4.4 5GY 5VS 70U 7WY 8AO 8FI 8R4 8R5 9E0 9F- AAGBP AAKOT AAMCF AAPSD AAUDR AAXBI AAYXX ABEAN ABIJV ABIVO ABJNI ABPPZ ABSDC ABUFD ABXQL ABYQI ACBFK ACBMB ACGFO ACGFS ACHQT ACTSA ADBBV ADFLA ADFRT ADMHG ADOMW ADQHX ADWNT AEBZA AEDOK AEMMR AETHF AFFHD AFKRA AFNZV AGTVX AHMHQ AHZQH AIAFM AILOG AJEBP AJFKA AJPYP AJZCB ALMA_UNASSIGNED_HOLDINGS AODMV APPLU ASJQZ ASMFL ATGMP AXJJW AZQEC BENPR BEZIV BPHCQ BTXLY BVXVI CCPQU CITATION CS3 DU5 DWQXO EBS EJD EOXHF F5P FNNZZ FYUFA GEA GEB GEC GEI GMM GMN GMX GNUQQ GQ. GROUPED_ABI_INFORM_RESEARCH H13 HZ~ IAO ICO IEA IJT IOF IPNFZ J1Y JI- JL0 K6~ LXL LXN M0C M2M M42 MS~ N95 O9- P2P PHGZM PHGZT PQBIZ PQQKQ PROAC PSYQQ Q2X RIG RXW SCAQC SDURG TAE TDF TEM TET TFD TGG TMD TMF TMT TN5 UKHRP UPT Z11 Z12 Z21 ZYZAG 0U~ 1-H 7XB AFNTC ALIPV AUCOK L.- L.0 M0Q PKEHL PQEST PQUKI Q9U
ID	FETCH-LOGICAL-c271t-4fa0bda840d068ba0734663e169b2cbface4caa7fd1f5a14f6d74b7f5999b3ed3
IEDL.DBID	TMT
ISICitedReferencesCount	11
ISICitedReferencesURI	http://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=Summon&SrcAuth=ProQuest&DestLinkType=CitingArticles&DestApp=WOS_CPL&KeyUT=000460294500008&url=https%3A%2F%2Fcvtisr.summon.serialssolutions.com%2F%23%21%2Fsearch%3Fho%3Df%26include.ft.matches%3Dt%26l%3Dnull%26q%3D
ISSN	0309-0566
IngestDate	Mon Jun 30 14:12:12 EDT 2025 Sat Nov 29 07:42:14 EST 2025 Tue Nov 18 19:37:11 EST 2025
IsPeerReviewed	true
IsScholarly	true
Issue	2
Language	English
License	http://www.emeraldinsight.com/page/tdm
LinkModel	DirectLink
MergedId	FETCHMERGED-LOGICAL-c271t-4fa0bda840d068ba0734663e169b2cbface4caa7fd1f5a14f6d74b7f5999b3ed3
Notes	ObjectType-Article-1 SourceType-Scholarly Journals-1 ObjectType-Feature-2 content type line 14
PQID	2187929927
PQPubID	3659
PageCount	25
ParticipantIDs	proquest_journals_2187929927 crossref_primary_10_1108_EJM_09_2016_0502 crossref_citationtrail_10_1108_EJM_09_2016_0502
PublicationCentury	2000
PublicationDate	2019-02-11
PublicationDateYYYYMMDD	2019-02-11
PublicationDate_xml	– month: 02 year: 2019 text: 2019-02-11 day: 11
PublicationDecade	2010
PublicationPlace	Bradford
PublicationPlace_xml	– name: Bradford
PublicationTitle	European journal of marketing
PublicationYear	2019
Publisher	Emerald Group Publishing Limited
Publisher_xml	– name: Emerald Group Publishing Limited
References	ref009 ref007 ref005 ref049 ref006 ref003 ref047 ref004 ref048 Hair J. (ref028) 2010 ref012 ref056 ref013 ref057 ref010 ref054 ref011 ref052 ref051 Hayes A.F. (ref030) 2013 ref018 ref019 ref016 ref017 ref014 ref015 ref060 ref023 Breidert C. (ref008) 2006; 2 ref024 ref068 ref021 ref065 ref022 ref066 ref063 ref064 ref061 ref062 Rogers E.M. (ref058) 2010 ref029 Hayes A.F. (ref031) 2017 Dilling P. (ref020) 2011; 4 ref027 Anderson J.R. (ref001) 1973 Rao A.R. (ref055) 1994; 36 ref025 ref069 ref026 ref070 ref071 Park H.S. (ref053) 2007; 33 ref034 ref035 ref032 ref033 Levin A.M. (ref045) 2003; 4 ref072 ref038 ref039 ref036 Roosens B. (ref059) 2018; 1 ref002 ref046 ref043 ref044 Kelly K.S. (ref037) 2001 ref041 ref042 ref040
References_xml	– ident: ref060 doi: 10.1016/j.jbusres.2008.01.039 – ident: ref003 doi: 10.1016/j.indmarman.2010.02.021 – ident: ref022 doi: 10.1016/S0167-8116(01)00048-9 – volume: 36 start-page: 87 issue: 1 year: 1994 ident: ref055 publication-title: Sloan Management Review – ident: ref014 doi: 10.1108/13552550610667422 – ident: ref035 doi: 10.1007/978-3-658-08132-4_23 – ident: ref036 doi: 10.1016/j.jbusres.2015.05.009 – ident: ref063 doi: 10.1007/s11573-017-0850-z – ident: ref044 doi: 10.1080/10410236.2012.700391 – ident: ref002 doi: 10.1177/0899764012450777 – ident: ref047 doi: 10.1016/S0167-6296(01)00086-8 – ident: ref033 doi: 10.1007/s11002-013-9265-y – ident: ref027 doi: 10.1108/13632540810881974 – ident: ref061 doi: 10.1108/JPBM-05-2015-0893 – ident: ref038 doi: 10.1509/jmkg.64.2.66.18000 – ident: ref016 doi: 10.1108/03090561211189220 – ident: ref012 doi: 10.1002/smj.577 – ident: ref070 doi: 10.1111/ijcs.12071 – ident: ref007 doi: 10.2753/JOA0091-3367380308 – volume-title: Human Associative Memory year: 1973 ident: ref001 – ident: ref009 doi: 10.1057/s41262-017-0053-5 – ident: ref005 doi: 10.1111/j.1460-2466.2012.01677.x – ident: ref026 doi: 10.1287/mksc.1070.0326 – ident: ref069 doi: 10.1111/jpim.12096 – ident: ref068 doi: 10.1108/10610420010344013 – ident: ref062 doi: 10.1287/orsc.2015.0970 – volume-title: Diffusion of Innovations year: 2010 ident: ref058 – volume: 4 start-page: 85 issue: 3 year: 2003 ident: ref045 publication-title: Journal of Electronic Commerce Research – volume-title: Multivariate Data Analysis year: 2010 ident: ref028 – ident: ref056 doi: 10.1509/jmkg.65.2.1.18253 – ident: ref057 doi: 10.1108/10610420410568417 – ident: ref015 doi: 10.1057/s41262-016-0013-5 – ident: ref054 doi: 10.1111/jpim.12178 – ident: ref024 doi: 10.1080/0267257X.2013.796318 – ident: ref025 doi: 10.1002/mar.20130 – ident: ref034 doi: 10.1037/a0021470 – ident: ref010 doi: 10.1016/j.respol.2006.09.002 – ident: ref029 doi: 10.1016/j.bushor.2011.01.007 – volume: 2 start-page: 8 issue: 4 year: 2006 ident: ref008 publication-title: Innovative Marketing – ident: ref017 doi: 10.1177/002224379503200409 – ident: ref064 doi: 10.1177/002224379803500105 – ident: ref004 doi: 10.1007/s10551-010-0461-x – ident: ref011 doi: 10.1086/679119 – ident: ref032 doi: 10.1509/jmkg.69.2.84.60760 – ident: ref072 doi: 10.1108/07363760010357796 – ident: ref019 doi: 10.1016/S1441-3582(08)70012-0 – volume: 4 start-page: 23 issue: 2 year: 2011 ident: ref020 publication-title: International Journal of Management and Marketing Research – ident: ref018 doi: 10.1057/palgrave.jibs.8400098 – volume-title: Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach year: 2017 ident: ref031 – volume: 33 start-page: 81 issue: 1 year: 2007 ident: ref053 publication-title: Human Communication Research – ident: ref049 doi: 10.1007/s11002-017-9444-3 – ident: ref052 doi: 10.19030/jber.v15i1.9853 – volume: 1 start-page: 1 year: 2018 ident: ref059 publication-title: Journal of Brand Management – ident: ref042 doi: 10.1002/mar.20017 – ident: ref023 doi: 10.1086/209380 – ident: ref066 doi: 10.1108/MIP-03-2013-0055 – ident: ref041 doi: 10.2753/MTP1069-6679170203 – ident: ref040 doi: 10.1016/j.jbusres.2006.09.030 – volume-title: Stewardship: The Fifth Step in the Public Relations Process year: 2001 ident: ref037 – ident: ref046 doi: 10.2501/JAR-2016-011 – ident: ref006 doi: 10.1111/j.0737-6782.2004.00067.x – ident: ref013 doi: 10.1080/13527266.2017.1409250 – ident: ref039 doi: 10.15358/0344-1369-2015-2-69 – ident: ref021 doi: 10.1111/j.1467-9310.2009.00570.x – ident: ref071 doi: 10.1086/322898 – ident: ref051 doi: 10.1016/j.jbusres.2004.05.001 – ident: ref065 doi: 10.1080/00913367.2005.10639203 – ident: ref043 doi: 10.1108/03090561211247874 – volume-title: Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach year: 2013 ident: ref030 – ident: ref048 doi: 10.1016/S0148-2963(99)00104-6
SSID	ssj0011037
Score	2.2837684
Snippet	PurposeThis paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on...
SourceID	proquest crossref
SourceType	Aggregation Database Enrichment Source Index Database
StartPage	320
SubjectTerms	Alliances Between-subjects design Brands Collaboration Communication Consumer behavior Consumers Cooperation Credibility Hypotheses Perceptions Product quality Purchase intention Studies Willingness to pay
Subtitle	The impact of explicit brand mentions and reciprocity in brand alliance communications
SummonAdditionalLinks	– databaseName: ProQuest Central dbid: BENPR link: http://cvtisr.summon.serialssolutions.com/2.0.0/link/0/eLvHCXMwpV1bS8MwFD7oJiKCd3E6pQ---BDWtGnSPonKhgiOKQp7C7nCQHafv9-kSyu-7MXntqF8JOf2nZwP4JZmOpGYGpSnWLsERWIkqWJISJ3aVGlGtSjFJli_nw-HxSAU3BahrbKyiaWh1hPla-SdxMtiO9uZsPvpDHnVKM-uBgmNbWj6SWWkAc3Hbn_wXvMI_hZcxSM4V18TlXHe6b68et7fOUCXUmehrFI7pr92uXQ2vcP__uYRHIQwM3pY74tj2DLjE9itutxPYf9tNdKRWzuarSZn8Nnrfjw9oyCMgFTC8BIRK2KphcvNdExzKdwxJS5yMJgWMlHSCmWIEoJZjW0mMLFUMyKZzVw0KFOj03NojCdjcwER0cJHETZRzs-7YCrXOBfUpIYYq6xgLehUqHAVpoZ78YovXmYPcc4djjwuuMeRexxbcFd_MV1PzNjwbrtCkYezs-C_EF5ufnwFe26lwvdQY9yGxnK-Mtewo76Xo8X8JmyFH5elucE priority: 102 providerName: ProQuest
Title	Quid pro quo
URI	https://www.proquest.com/docview/2187929927
Volume	53
WOSCitedRecordID	wos000460294500008&url=https%3A%2F%2Fcvtisr.summon.serialssolutions.com%2F%23%21%2Fsearch%3Fho%3Df%26include.ft.matches%3Dt%26l%3Dnull%26q%3D
hasFullText	1
inHoldings	1
isFullTextHit
isPrint
journalDatabaseRights	– providerCode: PRVMCB databaseName: Emerald Management Journals customDbUrl: eissn: 1758-7123 dateEnd: 99991231 omitProxy: false ssIdentifier: ssj0011037 issn: 0309-0566 databaseCode: TMT dateStart: 19890101 isFulltext: true titleUrlDefault: https://www.emerald.com/insight providerName: Emerald – providerCode: PRVPQU databaseName: ABI/INFORM Collection customDbUrl: eissn: 1758-7123 dateEnd: 20241207 omitProxy: false ssIdentifier: ssj0011037 issn: 0309-0566 databaseCode: 7WY dateStart: 20010501 isFulltext: true titleUrlDefault: https://www.proquest.com/abicomplete providerName: ProQuest – providerCode: PRVPQU databaseName: ABI/INFORM Global customDbUrl: eissn: 1758-7123 dateEnd: 20241207 omitProxy: false ssIdentifier: ssj0011037 issn: 0309-0566 databaseCode: M0C dateStart: 20010501 isFulltext: true titleUrlDefault: https://search.proquest.com/abiglobal providerName: ProQuest – providerCode: PRVPQU databaseName: Asian & European Business Collection customDbUrl: eissn: 1758-7123 dateEnd: 20241207 omitProxy: false ssIdentifier: ssj0011037 issn: 0309-0566 databaseCode: AXJJW dateStart: 20010501 isFulltext: true titleUrlDefault: https://search.proquest.com/asianeuropeanbusiness providerName: ProQuest – providerCode: PRVPQU databaseName: ProQuest Central customDbUrl: eissn: 1758-7123 dateEnd: 20241207 omitProxy: false ssIdentifier: ssj0011037 issn: 0309-0566 databaseCode: BENPR dateStart: 20010501 isFulltext: true titleUrlDefault: https://www.proquest.com/central providerName: ProQuest – providerCode: PRVPQU databaseName: Psychology Database customDbUrl: eissn: 1758-7123 dateEnd: 20241207 omitProxy: false ssIdentifier: ssj0011037 issn: 0309-0566 databaseCode: M2M dateStart: 20010501 isFulltext: true titleUrlDefault: https://www.proquest.com/psychology providerName: ProQuest
link	http://cvtisr.summon.serialssolutions.com/2.0.0/link/0/eLvHCXMwrV1LS8NAEB5qFRHBt1itpQcvHkKySZpNj7W0SCGhSqX1FPaJhdpqm_r7nU2TQEEEwUsSQrLsLLsz3-zMzgdwF7Sky0mgrNAjEh0UTiweCGoxLj3tCUkDyTKyCRrH4WTSHlYgLs7CZGmVm-2YTE9P5yvjpNomcRu1cFlwwLDX9AaRidyjCUOnuOW4ttmxtt_S91mmkh1DaDCKRmVQwRyJK4IKaPfLqOUPTW1bqW0lnVme_vF_9_kEjnIM2uxsJs0pVNT8DPaLFPhzOHxaT2UTu9P8XC8u4KXfG3UfrZw1wRIuJanla-ZwydBxk04QcoZr2EdYoUjQ5q7gmgnlC8aolkS3GPF1IKnPqW4hVOSekt4lVOeLubqCpi-ZgRjaFQgCEGmFkoQsUJ7ylRaa0RrYxSglIi8pbpgtZknmWjhhguImTjsx4iZG3Brcl398bMpp_PJtvRj4JF9Yq8Q17OhoQl16_YembuAAn9sm25qQOlTT5Vrdwp74SqerZQN26Pi1AbudyWAwxvtDLx4-49vI6ZqrGzWyefQNHxDH5Q
linkProvider	Emerald
linkToHtml	http://cvtisr.summon.serialssolutions.com/2.0.0/link/0/eLvHCXMw1V1LS8NAEB5qFRXBt1ifOejBQ2g22WbTg4jUitoHChV6W_cJgrRqW8U_5W90Nk0qXnrrwXOSJck3O_PNzux-ACdxRYeSxMZPIqIxQZHEl7FivpA6spHSLNYiFZtg7XbS7VbvC_Cd74VxbZW5T0wdte4rt0ZeDp0sNvrOkF28vvlONcpVV3MJjbFZNMzXJ6Zsg_PbK8T3NAyv653ajZ-pCvgqZGToUysCqQUmNjqIEynQximGXUPiqgyVtEIZqoRgVhNbEYTaWDMqma0glZKR0RGOOwfzlOJ0cK2CQW1StXB77vKqBRKLSVk0SMr1u5brMsBwiwl8JVvEmYTBv1EgDW3Xa__tp6zDakaivcux1W9AwfQ2YTHv4d-ClYfRs_bwW7y3UX8bHmfyLjtQ7PV7Zhc8qoXjSDZUyGKQKiaaJCI2kaHGKitYCco5ClxlZ6I7aY4XnuZGQcIRNx5UucONO9xKcDZ54nV8HsiUew9y1HjmGQb8F7K96ZePYemm02ry5m27sQ_LOGrVdYsTcgDF4fvIHMKC-hg-D96PUiP04GnWAP8AY6UYQA
linkToPdf	http://cvtisr.summon.serialssolutions.com/2.0.0/link/0/eLvHCXMw1V1LS8NAEB5qFRHBt1itmoMePIRmkzSbHkTEtlirpYJiPa37hIL0XcW_5q9zNk0qXrx58JxkSfLNzsy3M7sfwElUVr4gkXbjgCgkKIK4IpLU5UIFJpCKRoonYhO01Yo7nUo7B5_ZXhjbVpn5xMRRq760a-Ql38pio-9Eqm7Stoh2tX4xGLpWQcpWWjM5jZmJNPXHO9K38Xmjilif-n699nB17aYKA670KZm4oeGeUBxJjvKiWHC09xBDsCZRRfhSGC51KDmnRhFT5iQ0kaKhoKaMaZUItApw3AVYpGj3dkbRp-d5BcPuv8sqGJhkzEukXlyq3dzZjgMMvUjmy-mCzjwk_owISZirr__nH7QBa2ly7VzOZsMm5HRvC5az3v5tWL2fdpWD3-UMp_0dePyTd9mFfK_f03vghIrb3Mn4ErMbTCFjRWIe6UCH2kjDaQFKGSJMpmelW8mOV5ZwJi9miCHzKsxiyCyGBTibPzGYnRPyy73FDEGWeowx-4Zv__fLx7CMuLLbRqt5ACs4aMU2kRNShPxkNNWHsCTfJt3x6CixRwde_hrfL0HJIV4
openUrl	ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF-8&rfr_id=info%3Asid%2Fsummon.serialssolutions.com&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.atitle=Quid+pro+quo&rft.jtitle=European+journal+of+marketing&rft.au=Roosens%2C+Bram&rft.au=Dens%2C+Nathalie&rft.au=Lievens%2C+Annouk&rft.date=2019-02-11&rft.issn=0309-0566&rft.volume=53&rft.issue=2&rft.spage=320&rft.epage=344&rft_id=info:doi/10.1108%2FEJM-09-2016-0502&rft.externalDBID=n%2Fa&rft.externalDocID=10_1108_EJM_09_2016_0502
thumbnail_l	http://covers-cdn.summon.serialssolutions.com/index.aspx?isbn=/lc.gif&issn=0309-0566&client=summon
thumbnail_m	http://covers-cdn.summon.serialssolutions.com/index.aspx?isbn=/mc.gif&issn=0309-0566&client=summon
thumbnail_s	http://covers-cdn.summon.serialssolutions.com/index.aspx?isbn=/sc.gif&issn=0309-0566&client=summon