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Giving and receiving brands as Valentine's Day gifts

conference contribution
posted on 06.12.2017, 00:00 by P Clarke, C Herington, Ho Wong, R Hussain
This study outlines the relationship between giving and receiving brands as gifts on Valentine’s Day. The occasion is a traditional time for declarations of love, adoration or intent that are expressed through a ritual of giving and receiving gifts or greeting cards. The exploratory research here attempts to remedy the shortcomings in the literature concerning brands and gift giving. The development of Valentine brand evaluation measure, when giving or receiving gifts is based on a factor analysis of 214 responses to a series of items in a survey completed by second year marketing students. Overall, the study contributes to the broad literature relating to consumer behaviour and increases the current understanding of the gift-giving phenomenon in general, and brands evaluation in particular. There is a significant, but small difference between giving and receiving brands as Valentine’s Day.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Start Page

61

End Page

68

Number of Pages

8

Start Date

01/01/2005

ISBN-10

064645546X

Location

Fremantlle, W.A.

Publisher

ANZMAC

Place of Publication

Perth

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Conference; Faculty of Business and Informatics; Griffith University; TBA Research Institute;

Era Eligible

Yes

Name of Conference

Australian & New Zealand Marketing Academy. Conference