Giving and Receiving Brands as Valentine's Day Gifts

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Title Giving and Receiving Brands as Valentine's Day Gifts
Author Clarke, Peter David; Herington, Carmel Ann; Hussain, Rahim; Wong, Ho-Yin
Publication Title ANZMAC 2005 Conference - Broadening the Boundaries
Editor Sharon Purchase
Year Published 2005
Place of publication Perth
Publisher School of Business University of Western Australia,
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 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.
Peer Reviewed Yes
Published Yes
ISBN 0-646-45546-X
Conference name ANZMAC 2005 Conference - Broadening the Boundaries
Location Fremantle WA
Date From 2005-12-05
Date To 2005-12-07
URI http://hdl.handle.net/10072/2829
Date Accessioned 2006-02-03
Date Available 2007-03-21T21:22:03Z
Language en_AU
Faculty Griffith Business School
Subject Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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