.... To the best of the author’s knowledge, this is the first paper to show that branded (versus unbranded) gifts can have a negative effect on reciprocity. Reciprocity Consumer−brand relationship Self-brand connection Branding Brand elements Gift-giving Logo Brand motive Brand perception Brand warmth...

... 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...