Brand choice in gift‐giving: recipient influence
| DOI | https://doi.org/10.1108/10610420210435434 |
| Pages | 237-249 |
| Published date | 01 July 2002 |
| Date | 01 July 2002 |
| Author | Andrew G. Parsons |
| Subject Matter | Marketing |
Brand choice in gift-giving:
recipient influence
Andrew G. Parsons
Lecturer, School of Business and Economics, The University of
Auckland, Auckland, New Zealand
Keywords Brands, Gifts, Consumer behaviour
Abstract This research examines the impact of intended recipient on brand choice when
purchasing a gift. Keller's conceptualisation of consumer-based brand equity,
incorporating symbolic, experiential, and functional benefits, is used as a branding
framework in combination with Belk's characteristics of gifts, for measuring consumer
behaviour differences occurring in alternative gift-giving situations. The influence of
gender, household income, and age are also examined. Findings suggest consumers vary
in their choice of brands for different recipient groups. They also suggest that there are
gender-based differences in consumer's brand choice for gifts, along with some income
and age related distinctions. Finally, the findings suggest that overall consumers tend to
look for brands with greater perceived symbolic benefits when purchasing gifts.
Implications for the gift industry are offered along with future research possibilities.
Every man is a friend to him that giveth gifts (Proverbs, 19:6).
Introduction
Over $100 billion is spent per year in the USA alone on gifts (Ruth et al.,
1999), making understanding gift-giving behaviour an important issue for
many retailers and brand managers. While research has been conducted on
the value of gifts purchased (e.g. Belk, 1979; Garner and Wagner, 1991), for
whom gifts are purchased (e.g. Heeler et al., 1978; Otnes et al., 1993; Sherry
et al., 1993; Sprott and Miyazaki, 1995; Komter and Vollebergh, 1997;
Laroche et al., 2000), and why gifts are purchased (e.g. Belk, 1979; Andrus
et al., 1986; Wolfinbarger, 1990; Belk and Coon, 1991; Komter, 1996;
Komter and Vollebergh, 1997; Mick and Faure, 1998; Beltramini, 2000;
Laroche et al., 2000), little attention has been given to the reasons why gifts
are chosen and more particularly the use of brand associations for a gift. It
has been suggested that many gifts are purchased on the strength of their
brand name (Heeler et al., 1978; Andrus et al., 1986; Laroche et al., 2000).
Also, the presence of strongly held, favourably evaluated associations that
are unique to the brand and imply superiority over other brands is critical to
the choice of a brand as a gift (Keller, 1993; Low and Lamb, 2000). Thus,
this appears an important area for research.
Literature
Sherry (1983) presented a model of gift-giving behaviour that has provided a
comprehensive framework for understanding gift exchange processes for
most subsequent researchers (Laroche et al., 2000). This model divides the
activity into three stages;
(1) gift search and purchase;
(2) actual exchange; and
(3) gift disposition and realignment of the giver/recipient relationship.
The research register for this journal is available at
http://www.emeraldinsight.com/researchregisters
The current issue and full text archive of this journal is available at
http://www.emeraldinsight.com/1061-0421.htm
Importance of
understanding gift-giving
behaviour
Model of gift-giving
JOURNAL OF PRODUCT & BRAND MANAGEMENT, VOL. 11 NO. 4 2002, pp. 237-248, #MCB UP LIMITED, 1061-0421, DOI 10.1108/10610420210435434 237
An executive summary for
managers and executive
readers can be found at the
end of this article
To continue reading
Request your trial