Quach, Xuan; Lee, Seung Hwan (Mark) - In: International Journal of Retail & Distribution Management 49 (2021) 10, pp. 1391-1410
Purpose: The aim of this study is to profile types of gifters via a set of psychographic consumption traits (frugality, gratitude, market mavenism and novelty seeking) and identify differences among the groups regarding their gift-purchasing behavior. Design/methodology/approach: Based on the...