Consumers’ Perceptions of Corporate Communications

Sellers regularly communicate with customers to build relationships. For thank you notes and apology notes, we find that notes from an individual seller are evaluated more positively than notes from a company. However, when a gift is included with the note, notes from individual sellers and companies are evaluated similarly.

Citation:

Hyebin Kim, Sydney Scott, and Rachel Gershon (2021) ,"Consumers’ Perceptions of Corporate Communications", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 932-932.