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The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR.

The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the following stimuli of a fashion company with multiple brands: describing corporate-level CSR activities of a company (n=109) and describing brand-level CSR activities of a company (n=113). After processing the information, the participants were asked to evaluate their reciprocity perception, corporate image, brand image, and purchase intention.

Regarding corporate-level CSR, participants’ reciprocity perception positively and directly affected purchase intention. It also positively affected corporate image, and corporate image affected brand image, and brand image positively affected purchase intention. Regarding brand-level CSR, reciprocity perception did not affect purchase intention directly, but positively affected purchase intention through mediation of corporate image. This study found a construct where reciprocity perception influences purchase intention with a mediating role of corporate image and brand image. The effect of reciprocity perception shaped by corporate-level CSR is greater than that shaped by brand-level CSR.

The outcome of this study provides meaningful insights and practical implications for companies that have multiple brands.

This study aims to examine the impact of self-efficacy and reciprocity in predicting the organizational citizenship behavior (OCB) of hospitality employees and the moderating role of cultural values in the hypothesized relationship.

The proposed model of this study has been tested on the basis of the responses from 432 full-time employees who work at hospitality fields in South Korea. This study has conducted frequency, reliability, confirmatory factor, correlation analyses and structural equation modeling (SEM).

The empirical results indicate not only that self-efficacy significantly influenced reciprocity, consideration, civic virtue and sportsmanship but also that reciprocity had positive influences on the same virtues as well as conscientiousness. The moderating role of cultural values has also been investigated resulting in significant differences in six of the nine cultural values measured (i.e. power distance, uncertainty avoidance, collectivism I and II, assertiveness and gender egalitarianism).

From a practical perspective, the findings of this study yield several strategies relevant to hospitality employee development and training. Especially, the management in hospitality organizations needs to look at multicultural management and leadership styles within their own particular context.

Findings of this study suggest that both self-efficacy and reciprocity are important determinants of OCBs, and indicate the fundamental embeddedness of employment relations within the wider cultural value setting in non-Western contexts.

Small businesses play a vital role in job creation and economic growth, and previous studies have noted that higher state tax rates may reduce entrepreneurial activity, growth, and hiring. The paper aims to discuss this issue.

In this paper, the authors use a 1989-2005 panel of state-level data to explore the effects of state income tax reciprocity agreements on several measures of small business activity. Since a reciprocity agreement exempts non-resident income from a state's personal income tax base, it has the potential to reduce barriers to entrepreneurial activity and lower tax compliance costs.

The results indicate that reciprocity agreements appear to have reduced the tax-rate sensitivity of entrepreneurial activity, which may lead to more small business and entrepreneurial activity in states with more active agreements, other factors constant. This suggests that personal income tax reciprocity agreements may be a credible policy tool to expand small business activity.

In this study, the paper sets out to determine if small business and entrepreneurial activity is greater in states that have reciprocity agreements and if such activity is dependent on the number of active agreements in place. Given recent nationwide efforts to ease compliance costs for business through other initiatives such as the Telecommuter Tax Fairness Act and the Streamlined Sales Tax Agreement, this study is the first to quantify how decreasing tax compliance and eliminating barriers to labor mobility affects small business activity. The results therefore have the potential to help shape debates in many states today.

Currently, consumers can easily access social media to share information and experiences. How a relationship between these consumers influences their decisions has not been clearly investigated. When consumers participate in information sharing activities, they usually communicate with each other and can perceive their social distance from others. Thus, the purpose of this paper is to explore the direct and indirect effects of perceived social distance on eWOM sharing intentions.

Specifically, a moderated mediation model was validated, in which the indirect effect of perceived social distance on eWOM sharing intentions through reciprocity expectations was moderated by trust.

Perceived social distance had a positive indirect effect on eWOM sharing intentions through reciprocity expectations, which was found to be negatively moderated by trust.

This study integrates the concept of perceived social distance into the eWOM research area. Moreover, this result adds to the s-commerce literature by specifying the conditions of the indirect effect of perceived social distance through reciprocity expectations on eWOM sharing intention.

The psychological contract literature is generally based on the assumption of reciprocity between employee and employer. The emphasis on reciprocity, however, largely downplays the implications of power dynamics in the employment relationship. In order to bridge this gap, the current research investigates psychological contract from the lens of power particularly focusing on reciprocity.

In total, 43 semi-structured interviews are carried out with 37 employees and six managers of three call center companies in Pakistan. The technique of template analysis is used for data analysis.

In contrast to the assumption of reciprocity, the research findings highlight employees' perceived inability to reciprocate the employer's inducements on parity basis, because of their view of power asymmetry in the employment relationship. The results further suggest the high tendency among employees to attribute employer reciprocity largely to their managers. The findings also point toward divergence in the reciprocity perceptions of employees and managers in relation with the employers.

The emphasis on call centers bounds the generality of results. Future research is needed to further explore the impact of power asymmetry on reciprocity in organizations of other industries. With significant implications for the employment relations, negotiated contracts consider the exchange between employee and employer as an obligation rather than a voluntary act of kindness, as emphasized in reciprocity.

This research contributes to knowledge by emphasizing the significance of negotiation rather than reciprocation in the psychological contract. The negotiation approach efficiently recognizes the implications of power asymmetry that remain generally under-researched in the psychological contract literature.

This study aims to explore the process that, from abusive supervision, leads to the different kinds of workplace deviant behaviors, using the norm of negative reciprocity as the main mechanism that can trigger this process.

This study is based on a literature review from organizational behavior and reciprocity fields and builds a theoretical model on the relationship between abusive supervision and workplace deviance within organizations.

This study develops a theoretical model where abusive supervision causes a feeling of injustice, which can motivate employees to seek revenge in the form of workplace deviant behaviors. Moreover, negative direct balanced reciprocity will moderate the relationship between the desire for revenge and minor interpersonal workplace deviance; negative direct non-balanced reciprocity will moderate the relationship between the desire for revenge and severe interpersonal workplace deviance; negative generalized balanced reciprocity will moderate the relationship between the desire for revenge and minor organizational workplace deviance; negative generalized non-balanced reciprocity will moderate the relationship between the desire for revenge and severe organizational workplace deviance.

Previous studies have used negative reciprocity as a moderator, but for the first time, it is split in direct and generalized and in balanced and non-balanced. In particular, when direct negative reciprocity is present, the revenge will take the form of interpersonal workplace deviance; when generalized negative reciprocity is present, the revenge will take the form of organizational workplace deviance. On the other side, when balanced reciprocity is present, revenge will take the form of minor workplace deviance, while when non-balanced reciprocity is present, revenge will take the form of severe workplace deviance.

The purpose of this paper is to explore antecedents of helping behaviors among nurses using a social exchange framework. The paper reports an investigation into the effects of reciprocity, perceived coworker efficacy and stress on active and passive helping behaviors.

To test hypotheses, the authors performed random coefficient modeling on Mplus with data from 155 full-time nurses.

Nurses were willing to help coworkers regardless of perceived reciprocity levels in the relationship. Rather, their perceptions of the coworker's efficacy and previous behavior predicted helping.

This manuscript contributes to the literature in a number of ways. First, it provides empirical evidence that individuals will suppress or ignore reciprocity norms during an interdependent task. This lends credence to the idea that social exchanges may need to be examined in light of other variables or at other levels of analysis. Second, it demonstrates that investment behaviors (i.e. helping) can and do occur in exchange relationships despite low reciprocity. Overall, the data suggest that individuals are willing to maintain relationships despite a lack of returns.

The goal of this paper is to examine the relation of reciprocity to organizational commitment and the employment exchange relationship. In addition, it aims to investigate cross‐cultural differences on this relation between China and the USA.

Data were collected from a sample of Chinese employees working on their MBAs (n=321), a sample of employed MBA students in the USA (n=199), and a sample of employed undergraduates from the USA (n=348). Hierarchical moderated regression analyses were used to explore the interactive effects of the three dimensions of reciprocity on organizational commitment and the employment exchange relationship.

The three dimensions of reciprocity were related to organizational commitment and the employment exchange relationship in all three samples. Nonetheless, in the US samples these dimensions reflected an additive model and in the Chinese sample the dimensions interacted, supporting the notion that Chinese perceive their employment exchange relationships more holistically than Americans.

The data were cross‐sectional and therefore causal inferences need to be made with caution.

Different strategies should be adopted to manage Chinese and American employees' commitment and employment relationship.

This study offers new insights on the relation of reciprocity to organizational commitment and the employment exchange relationship in different cultures. It integrates cross‐cultural differences in cognition into organizational research and reveals that Chinese employees tend to use a more holistic approach to understand their employment exchange relationships than their American counterparts.

This paper aims to examine how other-regarding personality traits relate to reciprocity among frontline employees (FLEs).

Other-regarding personality variables were used to model the propensity for reciprocity and actual reciprocal behaviors with coworkers. Surveys of 276 FLEs were examined via structural equations modeling.

Other-regarding personality traits proved to be antecedents of reciprocity. Cynicism was particularly interesting in that it was positively related to reciprocity contrary to findings in other research.

Among the interesting findings relating personality to reciprocity are a more affective type of reciprocity based on empathy and altruism, and a more calculative type based on cynicism related to Machiavellianism.

Managers can use the effects of personality traits on reciprocity and cooperation to hire and place FLEs in ways that provide superior service and increased profits.

This paper indicates that certain individuals who might not typically be thought of as cooperative can in fact reciprocate. Specific ideas about cynicism and Machiavellian reciprocity in FLEs are discussed.

The findings will aid researchers and managers in understanding personality and FLEs cooperation. The findings on cynicism are particularly valuable in that they contradict some earlier research and commonly held managerial ideas.

Controversy exists about the shape of the relationship between loyalty and profitability. This paper aims to address the possibly nonlinear effects of behavioral loyalty (BLOY) on customer spending (as a proxy for profitability). Building on social exchange theory and the norm of reciprocity, it examines the asymmetries between BLOY and customer spending and the moderating influence of personal communication (PCOMM) as a social reward and dispositional positive reciprocity as process evidence.

Study 1a (n = 309) gathered customer data from four restaurants and Study 1b (n = 252) data from hotel guests after they checked out. Study 2 is an experimental study with two manipulated factors (BLOY and PCOMM). In total, 295 participants from a large German online panel completed the study.

The results indicate an inverted-U shaped relationship between BLOY and customer spending: after reaching a turning point, customers gradually curb spending as their BLOY further increases. High PCOMM acts as a reciprocal response while triggering additional customer spending particularly at higher levels of behavioral loyalty; positive reciprocity adjusts the differences in customer spending when social rewards such as PCOMM are present.

The asymmetric relationship between BLOY and customer spending is tested only for hedonic service settings.

Not all loyal customers spend more – companies need to meet their reciprocal obligations before they can benefit from increased customer spending.

The present research re-considers the nature of the relationship between BLOY and customer spending and reveals an inverted-U shaped relationship, with a turning point beyond which greater customer loyalty decreases customer spending. It finds converging process evidence for the mechanism of reciprocity underlying this relationship. This study also details the financial impact of BLOY on the firm by investigating actual customer spending.