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Keywords: Brand elements
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Journal Articles
The influence of branded business gifts on consumer reciprocity and purchase intention
Available to Purchase
Journal of Product & Brand Management (2025) 34 (5): 739–753.
Published: 07 May 2025
...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...
Includes: Supplementary data
