Sarkar, Sumit; Sarkar Bose, Arundhati - In: Journal of Consumer Marketing 36 (2019) 1, pp. 24-32
Purpose: This paper aims to investigate the impact of gift-givers’ perception of relational closeness on their gift-selection attitude and eventual selection when the gift is not a requested-gift. Design/methodology/approach: A conceptual framework was constructed on the basis of five...