| Status | 已發表Published |
| The effect of congruity between gift types and receivers’ attachment styles on relationships between givers and receivers: A conceptual paper | |
Pornpitakpan, C.  ; Li, Q.
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| 2018-12-01 | |
| Source Publication | The Australian and New Zealand Marketing Academy Conference (ANZMAC) 2018: Connect, Engage, Transform
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| Abstract | Research reveals that gift-giving behavior satisfies people’s need for relatedness with others. To suggest gift givers of what to give, this conceptual paper draws on self-congruity and attachment theories to postulate the effect of three types of gifts (material, experiential, and life experience gifts) on the relationship between givers and receivers. Besides, it considers how culture moderates such effects. A practical tactic that marketers can use to influence the purchase of their brand as a gift is demonstrating that increasing the fit between the gift type and the receiver’s attachment style can result in better outcomes. |
| Keyword | gift giving cross-culture attachment style |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 48678 |
| Document Type | Conference paper |
| Collection | DEPARTMENT OF MANAGEMENT AND MARKETING |
| Corresponding Author | Pornpitakpan, C. |
| Recommended Citation GB/T 7714 | Pornpitakpan, C.,Li, Q.. The effect of congruity between gift types and receivers’ attachment styles on relationships between givers and receivers: A conceptual paper[C], 2018. |
| APA | Pornpitakpan, C.., & Li, Q. (2018). The effect of congruity between gift types and receivers’ attachment styles on relationships between givers and receivers: A conceptual paper. The Australian and New Zealand Marketing Academy Conference (ANZMAC) 2018: Connect, Engage, Transform. |
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