Brand choice in gift‐giving: recipient influence

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.