... ; Stäbler, 2021 ; Sun et al., 2020). In the case of custom labeling a business gift, what effect will imprinting brand elements of the gift-giving brand to the product have on perceptions of the product and gift-giving brand? Is imprinting a business gift with the gift-giver’s brand elements...

...Brittney Stephenson Purpose The purpose of this paper is to examine how the presence of brand elements (i.e. brand name, logo) on a business gift influences reciprocity motivation among gift-receiving consumers. Design/methodology/approach Across five experiments, the effect of branded (versus...