Pub Date : 2022-01-11DOI: 10.1080/10696679.2021.1994421
J. Frösén, David W. Stewart
ABSTRACT Building on an in-depth content analysis of letters to shareholders in the annual reports of 54 Fortune 500 firms, this study examines the types of marketing information currently being highlighted to stakeholders external to the firm. The study identifies seven types of marketing assets: customer relationships, other value network relationships, societal relationships, reputational assets, marketing information, offering-related assets, and market position. The study also reveals three distinct profiles of firms’ reporting. The findings shed empirical light on aspects of marketing that diverse firms perceive as meriting disclosure to external stakeholders, thereby providing insights into how senior management perceives marketing.
{"title":"Marketing through the eyes of senior management: Insights from Fortune 500 reporting","authors":"J. Frösén, David W. Stewart","doi":"10.1080/10696679.2021.1994421","DOIUrl":"https://doi.org/10.1080/10696679.2021.1994421","url":null,"abstract":"ABSTRACT Building on an in-depth content analysis of letters to shareholders in the annual reports of 54 Fortune 500 firms, this study examines the types of marketing information currently being highlighted to stakeholders external to the firm. The study identifies seven types of marketing assets: customer relationships, other value network relationships, societal relationships, reputational assets, marketing information, offering-related assets, and market position. The study also reveals three distinct profiles of firms’ reporting. The findings shed empirical light on aspects of marketing that diverse firms perceive as meriting disclosure to external stakeholders, thereby providing insights into how senior management perceives marketing.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"75 - 96"},"PeriodicalIF":3.0,"publicationDate":"2022-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46416829","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-11DOI: 10.1080/10696679.2021.1985939
Jennifer L. Stevens, C. M. Johnson, Mark R. Gleim
ABSTRACT The rapid development of technological platforms, coupled with changes in consumer preferences, has fueled the rise of collaborative consumption. The present research employs a multi-method approach to examine consumer motivations to engage in collaborative consumption. Consumer profiles for collaborative consumption are developed, followed by an experiment that examines the role of consumer self-image congruence with platforms and workers. The results suggest that firms should prime consumers on similarities that they may share as self-image congruence mediates the relationship with both platforms and workers. This research develops consumer profiles for collaborative consumption engagement across multiple platforms and provides relevant managerial implications.
{"title":"Why own when you can access? Motivations for engaging in collaborative consumption","authors":"Jennifer L. Stevens, C. M. Johnson, Mark R. Gleim","doi":"10.1080/10696679.2021.1985939","DOIUrl":"https://doi.org/10.1080/10696679.2021.1985939","url":null,"abstract":"ABSTRACT The rapid development of technological platforms, coupled with changes in consumer preferences, has fueled the rise of collaborative consumption. The present research employs a multi-method approach to examine consumer motivations to engage in collaborative consumption. Consumer profiles for collaborative consumption are developed, followed by an experiment that examines the role of consumer self-image congruence with platforms and workers. The results suggest that firms should prime consumers on similarities that they may share as self-image congruence mediates the relationship with both platforms and workers. This research develops consumer profiles for collaborative consumption engagement across multiple platforms and provides relevant managerial implications.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"1 - 17"},"PeriodicalIF":3.0,"publicationDate":"2022-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46507967","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-11DOI: 10.1080/10696679.2021.1993739
Esther Swilley, Doug Walker, Michael A. Chilton
ABSTRACT Accrediting agencies and industry are calling for more relevant, impactful research. Biennially, the Marketing Science Institute (MSI) releases research priorities representing important problems in marketing from a practitioner perspective. This study identifies the topics most emphasized by MSI and major marketing journals, assessing synergy of focus. Employing text analytics, MSI’s relative interest in various marketing topics is compared to the topical focus found in journals.While covering the same topics, findings suggest a difference in the allocation of focus on each topic between industry and prominent marketing journals. The ramifications of this disconnect include reduced relevance of academic research.
{"title":"Are marketing practice and academia in sync? A look at the MSI priorities and marketing journal articles","authors":"Esther Swilley, Doug Walker, Michael A. Chilton","doi":"10.1080/10696679.2021.1993739","DOIUrl":"https://doi.org/10.1080/10696679.2021.1993739","url":null,"abstract":"ABSTRACT Accrediting agencies and industry are calling for more relevant, impactful research. Biennially, the Marketing Science Institute (MSI) releases research priorities representing important problems in marketing from a practitioner perspective. This study identifies the topics most emphasized by MSI and major marketing journals, assessing synergy of focus. Employing text analytics, MSI’s relative interest in various marketing topics is compared to the topical focus found in journals.While covering the same topics, findings suggest a difference in the allocation of focus on each topic between industry and prominent marketing journals. The ramifications of this disconnect include reduced relevance of academic research.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"57 - 74"},"PeriodicalIF":3.0,"publicationDate":"2022-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44462421","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-11DOI: 10.1080/10696679.2021.2000335
Patrick B. Fennell, Simbarashe Pasirayi, Aaron Johnson, D. Rice
ABSTRACT Advancing technology and increasing demand for contactless purchase methods have encouraged retailers to integrate technology into the point-of sale experience. However, limited research explores how consumers perceive contactless payment technology compared with traditional payment methods. Two experiments demonstrate that contactless payment methods, when compared with traditional, contact forms of payments such as cash and credit card transactions, are perceived as less contaminated. Additionally, consumers using contactless payment technology hold more favorable attitudes toward the retailer. However, the benefits derived from using contactless payments are negated for retailers whose customers expect to use contaminated methods of payment, such as cash.
{"title":"The effects of transaction methods on perceived contamination and attitude toward retailers","authors":"Patrick B. Fennell, Simbarashe Pasirayi, Aaron Johnson, D. Rice","doi":"10.1080/10696679.2021.2000335","DOIUrl":"https://doi.org/10.1080/10696679.2021.2000335","url":null,"abstract":"ABSTRACT Advancing technology and increasing demand for contactless purchase methods have encouraged retailers to integrate technology into the point-of sale experience. However, limited research explores how consumers perceive contactless payment technology compared with traditional payment methods. Two experiments demonstrate that contactless payment methods, when compared with traditional, contact forms of payments such as cash and credit card transactions, are perceived as less contaminated. Additionally, consumers using contactless payment technology hold more favorable attitudes toward the retailer. However, the benefits derived from using contactless payments are negated for retailers whose customers expect to use contaminated methods of payment, such as cash.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"30 1","pages":"394 - 404"},"PeriodicalIF":3.0,"publicationDate":"2022-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47608694","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-16DOI: 10.1080/10696679.2021.2004379
V. Vieira, Richie L Liu, V. Mello
ABSTRACT Drawing on self-concept theory, the brand engagement in the self-concept (BESC) construct assesses how consumers incorporate brands in their lives to reinforce their self-schema. Earlier literature on brand engagement suggests that BESC not only influences different consumer response variables, generating mixed outcomes and questionable results, but also plays a mediating role in connecting constructs. The authors extend this line of literature by (1) developing a theoretical framework that includes the influence of materialism and consumer age on consumer response variables through BESC, (2) analyzing the antecedents and consequences of BESC, and (3) testing specific moderators that influence the effect sizes involving BESC. In terms of data collection and analyses, the authors present a meta-analysis of 40 studies that generate 449 effects with 142,808 respondents. To test the theoretical mediating framework, the authors convert all effect sizes in a covariance matrix and use structural equation modeling for estimating the mediating effect of BESC on consumer response. Findings suggest that the indirect effect of materialism and age boost loyalty, behavioral intention, and interactivity through BESC. Second, BESC positively increases the levels of attitude, shopping behavior, quality, and status. Third, our moderating analyses reveal that type of good (product vs. service), type of respondent (students vs. non-students), and data collection mode (online vs. face-to-face) interact with BESC in explaining other variables.
{"title":"The mediating role of Brand Engagement in the Self-Concept (BESC) in explaining consumer response: a meta-analytic review","authors":"V. Vieira, Richie L Liu, V. Mello","doi":"10.1080/10696679.2021.2004379","DOIUrl":"https://doi.org/10.1080/10696679.2021.2004379","url":null,"abstract":"ABSTRACT Drawing on self-concept theory, the brand engagement in the self-concept (BESC) construct assesses how consumers incorporate brands in their lives to reinforce their self-schema. Earlier literature on brand engagement suggests that BESC not only influences different consumer response variables, generating mixed outcomes and questionable results, but also plays a mediating role in connecting constructs. The authors extend this line of literature by (1) developing a theoretical framework that includes the influence of materialism and consumer age on consumer response variables through BESC, (2) analyzing the antecedents and consequences of BESC, and (3) testing specific moderators that influence the effect sizes involving BESC. In terms of data collection and analyses, the authors present a meta-analysis of 40 studies that generate 449 effects with 142,808 respondents. To test the theoretical mediating framework, the authors convert all effect sizes in a covariance matrix and use structural equation modeling for estimating the mediating effect of BESC on consumer response. Findings suggest that the indirect effect of materialism and age boost loyalty, behavioral intention, and interactivity through BESC. Second, BESC positively increases the levels of attitude, shopping behavior, quality, and status. Third, our moderating analyses reveal that type of good (product vs. service), type of respondent (students vs. non-students), and data collection mode (online vs. face-to-face) interact with BESC in explaining other variables.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"97 - 114"},"PeriodicalIF":3.0,"publicationDate":"2021-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41681978","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-30DOI: 10.1080/10696679.2021.1982648
Sidney T. Anderson, Steven W. Rayburn, Jeremy J. Sierra, Kenneth Murdock, Anthony McGeorge
ABSTRACT Using a futures studies perspective, this exploratory research highlights how marketing assists retailers to serve their customers during and after crises. This viewpoint predicts probable, possible, and preferable futures based on insight from consumers and retailers. Through four rounds of data collection, this research develops a model of the then current crisis state of retailing, the predicted and realized retail future for consumers, consumers’ preferred retail future, and business owners’ vision of how to transition to this preferred future. Grounded theory analysis revealed themes, including systems development, relationship building, consumer safety, and adaptability as paths to a preferred retail future.
{"title":"Consumer buying behavior and retailer strategy through a crisis: A futures studies perspective","authors":"Sidney T. Anderson, Steven W. Rayburn, Jeremy J. Sierra, Kenneth Murdock, Anthony McGeorge","doi":"10.1080/10696679.2021.1982648","DOIUrl":"https://doi.org/10.1080/10696679.2021.1982648","url":null,"abstract":"ABSTRACT Using a futures studies perspective, this exploratory research highlights how marketing assists retailers to serve their customers during and after crises. This viewpoint predicts probable, possible, and preferable futures based on insight from consumers and retailers. Through four rounds of data collection, this research develops a model of the then current crisis state of retailing, the predicted and realized retail future for consumers, consumers’ preferred retail future, and business owners’ vision of how to transition to this preferred future. Grounded theory analysis revealed themes, including systems development, relationship building, consumer safety, and adaptability as paths to a preferred retail future.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"30 1","pages":"457 - 475"},"PeriodicalIF":3.0,"publicationDate":"2021-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41759534","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-28DOI: 10.1080/10696679.2021.1979411
Elizabeth T. Gratz, Matthew E. Sarkees, M. Fitzgerald
ABSTRACT The United States opioid epidemic continues to bring suffering to individuals and families as well as a crushing economic toll to communities. Stakeholders require resources to combat the epidemic. Firms that manufacture, distribute, and market opioids are the primary defendants of lawsuits, which play out in public view. This study investigates the public statements made by firms and media coverage in opioid lawsuits through the lens of their word choices. We use text analysis to uncover the similarities and differences in the language used to discuss the opioid crisis. The results provide guidance for marketing, public relations, and communications.
{"title":"Whose view is it anyway? Media coverage of litigation in for-profit firms’ role in the opioid crisis","authors":"Elizabeth T. Gratz, Matthew E. Sarkees, M. Fitzgerald","doi":"10.1080/10696679.2021.1979411","DOIUrl":"https://doi.org/10.1080/10696679.2021.1979411","url":null,"abstract":"ABSTRACT The United States opioid epidemic continues to bring suffering to individuals and families as well as a crushing economic toll to communities. Stakeholders require resources to combat the epidemic. Firms that manufacture, distribute, and market opioids are the primary defendants of lawsuits, which play out in public view. This study investigates the public statements made by firms and media coverage in opioid lawsuits through the lens of their word choices. We use text analysis to uncover the similarities and differences in the language used to discuss the opioid crisis. The results provide guidance for marketing, public relations, and communications.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"30 1","pages":"440 - 456"},"PeriodicalIF":3.0,"publicationDate":"2021-09-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41997841","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-22DOI: 10.1080/10696679.2021.1925920
S. N. Tripathi, Shalini Srivastava, Sushma Vishnani
ABSTRACT The objective of this study is to examine antecedents as well as consequences of mobile wallet usage for achieving the ultimate consequence of “intention to recommend to use” by brick and mortar retailers. The model incorporates attitude and subjective norms leading to perceived usefulness and usage intention for mobile wallets. It also reveals perceived cost having a negative impact and perceived trust having a positive impact on usage intention toward mobile wallets. The study was conducted on small brick and mortar retailers. Statistical techniques such as reliability, validity and mediation analyses were conducted to test the hypothesized model, using SPSS Macro Process Hayes. Results indicate a positive impact of intention to use on user’s tendency to recommend mobile wallets. This study provides valuable insights and a strategic direction for mobile wallet service providers and also government regulators, to prepare a holistic framework to enhance adoption and usage of the wallets among retailers and traders. This is a relatively under explored demographic with reference to mobile wallets. It explains, in totality, various facets of behavior of retailers, with reference to mobile wallets. A unique contribution of this research to the extant literature on mobile wallet adoption and usage is that it is based on the Theory of Reasoned Action (TRA) and extends TRA by adding “intention to recommend” as a logical consequence of “usage intention” for mobile wallets.
摘要本研究的目的是检验实体零售商使用移动钱包以达到“推荐使用意向”的最终结果的前因和后果。该模型结合了态度和主观规范，导致移动钱包的有用性和使用意图。它还揭示了感知成本对移动钱包使用意愿的负面影响和感知信任对移动钱包的使用意愿的积极影响。这项研究是针对小型实体零售商进行的。采用SPSS Macro Process Hayes软件，采用信度、有效性和中介分析等统计技术对假设模型进行检验。结果表明，使用意向对用户推荐移动钱包的倾向有积极影响。这项研究为移动钱包服务提供商和政府监管机构提供了宝贵的见解和战略方向，以制定一个整体框架，加强零售商和贸易商对钱包的采用和使用。就移动钱包而言，这是一个相对未被充分探索的人口统计数据。它总体上解释了零售商行为的各个方面，并参考了移动钱包。这项研究对现有的移动钱包采用和使用文献的一个独特贡献是，它基于合理行动理论（TRA），并通过添加“推荐意向”作为移动钱包“使用意向”的逻辑结果来扩展TRA。
{"title":"Mobile wallets: achieving intention to recommend by brick and mortar retailers","authors":"S. N. Tripathi, Shalini Srivastava, Sushma Vishnani","doi":"10.1080/10696679.2021.1925920","DOIUrl":"https://doi.org/10.1080/10696679.2021.1925920","url":null,"abstract":"ABSTRACT The objective of this study is to examine antecedents as well as consequences of mobile wallet usage for achieving the ultimate consequence of “intention to recommend to use” by brick and mortar retailers. The model incorporates attitude and subjective norms leading to perceived usefulness and usage intention for mobile wallets. It also reveals perceived cost having a negative impact and perceived trust having a positive impact on usage intention toward mobile wallets. The study was conducted on small brick and mortar retailers. Statistical techniques such as reliability, validity and mediation analyses were conducted to test the hypothesized model, using SPSS Macro Process Hayes. Results indicate a positive impact of intention to use on user’s tendency to recommend mobile wallets. This study provides valuable insights and a strategic direction for mobile wallet service providers and also government regulators, to prepare a holistic framework to enhance adoption and usage of the wallets among retailers and traders. This is a relatively under explored demographic with reference to mobile wallets. It explains, in totality, various facets of behavior of retailers, with reference to mobile wallets. A unique contribution of this research to the extant literature on mobile wallet adoption and usage is that it is based on the Theory of Reasoned Action (TRA) and extends TRA by adding “intention to recommend” as a logical consequence of “usage intention” for mobile wallets.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"30 1","pages":"240 - 256"},"PeriodicalIF":3.0,"publicationDate":"2021-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42460370","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-17DOI: 10.1080/10696679.2021.1931890
Stephanie T. Gillison, S. Beatty, William Magnus Northington
ABSTRACT In this paper, the concept of digital deal seeking propensity (DDSP) is developed and scales are assessed and validated across four studies. Digital deal seeking propensity is the individual’s tendency to use digital technologies in their search for good or fair “deals or bargains” in the online marketplace. We find that DDSP includes three dimensions: generalized online deal seeking, online savings platform use, and social media deal seeking. The scales prove to be valid based on construct and nomological validity. Further, four unique digital deal seeker segments are identified. The theoretical and managerial contributions of these findings are discussed.
{"title":"Shoppers’ digital deal seeking: Charting new territory","authors":"Stephanie T. Gillison, S. Beatty, William Magnus Northington","doi":"10.1080/10696679.2021.1931890","DOIUrl":"https://doi.org/10.1080/10696679.2021.1931890","url":null,"abstract":"ABSTRACT In this paper, the concept of digital deal seeking propensity (DDSP) is developed and scales are assessed and validated across four studies. Digital deal seeking propensity is the individual’s tendency to use digital technologies in their search for good or fair “deals or bargains” in the online marketplace. We find that DDSP includes three dimensions: generalized online deal seeking, online savings platform use, and social media deal seeking. The scales prove to be valid based on construct and nomological validity. Further, four unique digital deal seeker segments are identified. The theoretical and managerial contributions of these findings are discussed.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"30 1","pages":"257 - 277"},"PeriodicalIF":3.0,"publicationDate":"2021-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42417296","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-09-17DOI: 10.1080/10696679.2021.1973903
Stephanie T. Gillison, S. Beatty, K. Reynolds
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.
{"title":"Female-friend gift-card giving","authors":"Stephanie T. Gillison, S. Beatty, K. Reynolds","doi":"10.1080/10696679.2021.1973903","DOIUrl":"https://doi.org/10.1080/10696679.2021.1973903","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":3.0,"publicationDate":"2021-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48254029","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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