To reach this expectation, the specific purpose of this study is fourfold. First, we explore the effect of incongruity on recipient’s emotions as well as attitude change toward a brand and giver- recipient relationship after the gift-receipt through the different gift-receiving situations. Second, we examine the effect of recipient’s prior attitude toward a brand on his/her brand attitude toward that brand after receiving gift. Third, we examine the effect of recipient’s prior perception of strength of giver- recipient relationship on brand attitude change. And finally, we try to present some marketing strategies using gift giving/receiving context
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Content Distribution
To reach this expectation, the specific purpose of this study is fourfold. First, we explore the effect of incongruity on recipient’s emotions as well as attitude change toward a brand and giver- recipient relationship after the gift-receipt through the different gift-receiving situations. Second, we examine the effect of recipient’s prior attitude toward a brand on his/her brand attitude toward that brand after receiving gift. Third, we examine the effect of recipient’s prior perception of strength of giver- recipient relationship on brand attitude change. And finally, we try to present some marketing strategies using gift giving/receiving context
