goodwill

Goodwill is defined as an attitude of kindness or a good relationship between a business and its customers.

(noun)

An example of goodwill is the act of always donating to charities.

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See goodwill in Webster's New World College Dictionary

noun

  1. a friendly or kindly attitude; benevolence
  2. cheerful consent; willingness
  3. Accounting an intangible asset which takes into account the value added to a business firm as a result of patronage, reputation, etc.

See goodwill in American Heritage Dictionary 4

also good will

noun
  1. An attitude of kindness or friendliness; benevolence.
  2. Cheerful acquiescence or willingness.
  3. A good relationship, as of a business with its customers or a nation with other nations.
  4. The positive reputation of a business viewed as an asset, equal to the excess cost required to acquire the business over the fair market value of all other assets.

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