Heath, Teresa Pereira; Tynan, Caroline; Ennew, Christine - In: European Journal of Marketing 49 (2015) 7/8, pp. 1067-1086
Purpose – The purpose of this paper is to provide a contextualized view of participants’ accounts of self-gift consumer behaviour (SGCB) throughout the consumption cycle, from the motivations to the emotions that follow. Design/methodology/approach – This paper uses an interpretive...