Purpose – The act of giving a gift at Christmas is a form of consumption that invokes different levels of involvement. The purpose of this paper is to explore and measure involvement in parental Christmas gift giving and giving branded items as gifts. Design/methodology/approach – The...

Purpose – The purpose of this research is to show that Christmas spirit is often given as a reason or excuse for the goodwill, generosity and altruism associated with the celebration of Christmas. Despite the influence of the occasion on cultural, financial and economic issues, there has been...

Purpose – An important part of the Christmas ritual is the request tradition. Parents ask their children what they would like for Christmas, respond to a child's request or often initiate such Christmas communication exchanges. These styles of family communication relate to the socialization...

Purpose – Parents' exposure to children's brands appears rather limited; while brands sell at Christmas, there are extraordinary purchases of low‐cost toys and stocking filler fun toys. Maybe, toy brand purchases satisfy the child's request, rather than parents' value or quality preferences....

Purpose – The purpose of this conceptual paper is to address the current debate about the role of business and marketing education. Should marketing courses be pragmatic and professional, geared towards practical knowledge of necessary tools and techniques; or should they be academic and...

Purpose – The purpose of this paper is to explore how realistic ambitions for growth are in craft micro‐enterprise. Design/methodology/approach – The paper presents observations from a series of studies of the craft sector in the UK. These were large‐scale questionnaires focusing on...