Valentin, Erhard K.; Allred, Anthony T. - In: Journal of Consumer Marketing 29 (2012) 4, pp. 271-279
varied greatly in age. Findings – Effective liquidity served largely as the basis for categorizing gift cards. The greater a … card's effective liquidity, the more its economic impact on the recipient resembles that of cash. The results indicated the … following: face value affects recipient preference for effective liquidity; the giver‐getter relationship affects recipient …