... ; 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...

... Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Reciprocity Consumer−brand relationship Self-brand connection Branding Brand elements Gift-giving Logo Brand motive Brand perception Brand warmth Negative information Brands often give gifts...

... traits (independents vs interdependents) and understand the context of the shopping task context (self-purchase vs gift-giving). Originality/value The work reveals how brands can enhance consumers’ perceptions of the brand by allowing them to customize the product. It is novel in demonstrating...