{"title":"Female-friend gift-card giving","authors":"Stephanie T. Gillison, S. Beatty, K. Reynolds","doi":"10.1080/10696679.2021.1973903","DOIUrl":null,"url":null,"abstract":"ABSTRACT Given the continuing strong growth of gift cards in the marketplace, we offer three studies focused on female-friend gift-card giving. Retrospective accounts indicate difficult-to-buy-for recipients, previous gift-card history, greater physical distances, and closer relationships between the parties were associated with greater levels of friend gift-card giving. In two scenarios, giver attitudes toward giving gift cards, difficult-to-buy-for and further-away recipients, as well as gift-card history between the parties tended to increase gift-card likelihoods (versus physical gifts), while close relationships with recipients decreased the likelihood of gift-cards (versus physical gifts) given. Additionally, four unique friend gift-card giving segments are identified and validated.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"30 1","pages":"421 - 439"},"PeriodicalIF":4.4000,"publicationDate":"2021-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Theory and Practice","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10696679.2021.1973903","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
ABSTRACT Given the continuing strong growth of gift cards in the marketplace, we offer three studies focused on female-friend gift-card giving. Retrospective accounts indicate difficult-to-buy-for recipients, previous gift-card history, greater physical distances, and closer relationships between the parties were associated with greater levels of friend gift-card giving. In two scenarios, giver attitudes toward giving gift cards, difficult-to-buy-for and further-away recipients, as well as gift-card history between the parties tended to increase gift-card likelihoods (versus physical gifts), while close relationships with recipients decreased the likelihood of gift-cards (versus physical gifts) given. Additionally, four unique friend gift-card giving segments are identified and validated.
期刊介绍：
The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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