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.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.
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Conference Title
Marketing in an Inter-connected World: Opportunities and Challenges