Purpose: This study aims to explore surprising gifts received and given by close relations to identify the variables involved in creating surprising gifts. The analysis of the viewpoints of the giver and the recipient, reflecting their profiles, leads to recommendations for retailers....

As part of their corporate social responsibility, many organizations practice cause-related marketing, in which organizations donate to a chosen cause with every consumer purchase. The extant literature has identified the importance of the fit between the organization and the nature of the cause...