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  • Giving and Receiving Brands as Valentine’s Day Gifts

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    30166_1.pdf (120.3Kb)
    Author
    Clarke, Peter
    Herington, Carmel
    Hussain, Rahim
    Wong, Ho-Yin
    Year published
    2005
    Metadata
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    Abstract
    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 ...
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    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.
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    Conference Title
    ANZMAC 2005 Conference - Broadening the Boundaries
    Publisher URI
    https://anzmac.wildapricot.org/
    Copyright Statement
    © The Author(s) 2005. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).
    Publication URI
    http://hdl.handle.net/10072/2829
    Collection
    • Conference outputs

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