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Keywords: Promotional gifts
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2023) 40 (3): 305–314.
Published: 24 January 2023
...Marek Hudik; Miroslav Karlíček; David Říha Purpose This paper aims to examine whether consumers’ appreciation of promotional gifts exceeds firms’ cost of providing these gifts. The paper also compares characteristics of appreciated and unappreciated gifts. Design/methodology/approach...
