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7.31.2019 Andreas Eggert, Lena Steinhoff and Carina Witte Companies are constantly looking for new ways to engage customers with their brands and to build deep and lasting customer–brand relationships. While gifts have been recognized as an effective means to build interpersonal relationships, we find they can also jump-start customer–brand relationships by engaging customers more deeply with the gifted brand.
Gift purchasing is an intriguing consumer behavior with great economic relevance; in the United States alone, consumers spend an average of $1,851 annually buying gifts for their family and friends (Unity Marketing 2015). A gift purchase, or buying a product to give to another person through some form of ritual presentation (Belk 1976), constitutes a special buying occasion and a relational investment (Chan and Mogilner 2017; Liu, Dallas, and Fitzsimons 2019).
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
