Repositorio Institucional de la Universidad de Oviedo

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Authors thank the late Woods Bowman, Mark Hager, and three reviewers for their valuable comments to earlier versions of this article. MR-G and LIA-G acknowledge funding from the Spanish Ministry of Economy and Competitiveness under the research project entitled "Marketing and Social Innovation" (ECO2013-46391-R). Furthermore, MR-G thanks Prof. Royo for the opportunity to work on this article as visiting scholar to Suffolk University, Boston.