TAILIEUCHUNG - Báo cáo " THE ROLE OF GIFT RECIPIENT PERCEPTION IN CHANGING BRAND ATTITUDES AND GIVER - RECIPIENT RELATIONSHIP "

Gift giving/receiving behavior have been defined as the process of gift exchange that takes place between a giver and recipient. The giving and receiving of gift is a ritual that takes place in all society although in different forms to build and strength relationship between the giver and the recipient. As a form of reciprocity or exchange, gift giving/ receiving is one of the processes that integrate a society; Schieffelin (1980) views the giving of gift as a rhetorical gesture in social communication. (Belk 1976; 1979; Caplow 1982; Cheal 1988) consider gift giving is instrumental in maintaining social. | THE ROLE OF GIFT RECIPIENT PERCEPTION IN CHANGING BRAND ATTITUDES AND GIVER - RECIPIENT RELATIONSHIP - AN AGENDA FOR RESEARCH Wujin Chu Nguyen Thi Phi Nga Introduction Gift giving receiving behavior have been defined as the process of gift exchange that takes place between a giver and recipient. The giving and receiving of gift is a ritual that takes place in all society although in different forms to build and strength relationship between the giver and the recipient. As a form of reciprocity or exchange gift giving receiving is one of the processes that integrate a society Schieffelin 1980 views the giving of gift as a rhetorical gesture in social communication. Belk 1976 1979 Caplow 1982 Cheal 1988 consider gift giving is instrumental in maintaining social ties and serves as a mean of symbolic communication in social relationship. Most of the researches before and after the appearance of Sherry s model in 1983 can be considered as the giver centric Otnes Lowery Kim 1993 . Up to now there is only few studies focus on giftrecipient side. This study therefore tried to fill this gap by focusing on the recipient side to examine whether the recipient may change his her attitude toward brand and the giver-recipient relationship realignment or not through recipient s ambivalence in different gift-receipt situations in order to find the useful implications for the marketing area. 1. Literature review Gift-giving receiving has been of interest to consumer research since late 1970 Belk 1979 Sherry 1983 and up to date both Belk s 1976 1979 and Sherry s 1983 model of gift exchange remain the most comprehensive literature in general. Since Sherry 1983 provided a framework that divided and described in details the stages of the whole giftexchange processes researchers have examined the influence of many variables within these stages. This model divides gifting activities into three stages gift search and purchase gestation actual exchange prestation and gift disposition and .

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