Consumer responses to gift receipt in business-to-consumer contexts

✍ Scribed by H. Onur Bodur; Bianca Grohmann

• Book ID: 102491362
• Publisher: John Wiley and Sons
• Year: 2005
• Tongue: English
• Weight: 96 KB
• Volume: 22
• Category: Article
• ISSN: 0742-6046
• DOI: 10.1002/mar.20067

✦ Synopsis

This article delineates business-to-consumer from consumer-to-consumer and business-to-business gift giving, and discusses the influence of gift, recipient, and giver characteristics on gift evaluation and reciprocation likelihood in business-to-consumer contexts. A study examines the impact of relationship strength, gift value, nature of request, and recipient gender on gift evaluation, reciprocation likelihood, and future store choice. A stronger relationship with the business and an implicit request for reciprocation affect consumer responses to business-to-consumer gifts positively. Gift value and recipient gender did not have a significant effect on outcome variables.