An Exploratory Study of Parental Christmas Gift Giving and Brand Evaluations

Abstract

Christmas is an important occasion for maintaining and strengthening the parent - child relationship through gift giving and parents interact within a context of social roles and express these roles through gift giving motives, evaluations and strategies of gift giving social interaction. This paper considers parental altruistic and agonistic gift giving and their relationships with the brand benefits sought by parents when evaluating popular brand names as gifts.