AMTP Proceedings 2010
Document Type
Conference Proceeding
Conference Track
Marketing Research/ Demographics/ Consumer Behavior
Publication Date
2010
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
Gift cards are rapidly emerging as a trend in the retail marketplace. However, this emerging phenomenon of consumers’ preference of gift cards has not been explored thoroughly yet. The objective of the current study is to understand consumer reactions to gift cards in terms of their impact in gift giving and gift receiving relationships. Specifically, this research seeks to answer the following research objectives: (1) How gift givers and receivers perceive gift cards; (2) What roles of gift cards play in gift giving rituals; and (3) What meanings gift cards communicate for receivers and givers.
DOI
10.20429/amtp.2010.60
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Anitsal, Melek Meral Meral; Anitsal, Ismet; and Taylor, Sara E., "Gift Cards and Gift Giving: Research Notes from the Field" (2010). AMTP Proceedings 2010. 60.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2010/60
