Bompar, Laurent; Lunardo, Renaud; Saintives, Camille - In: Journal of Business & Industrial Marketing 33 (2018) 5, pp. 599-609
Purpose: While humor is known to help relational outcomes, its usefulness for sellers to build strong relationships with their business partners and achieve performance remain unknown. Specifically, humor styles (constructive versus offensive) and business sectors (service-based versus other)...