---
_id: '41309'
abstract:
- lang: eng
  text: <jats:p> Gift giving is an effective means to strengthen interpersonal relationships;
    it also may initiate and enhance customer–brand relationships. Through a field
    study conducted with an international monobrand retailer of beauty products, a
    combination of propensity score matching with difference-in-differences estimations,
    and two experimental scenario studies, this research demonstrates that gift buyers
    spend 63% more in the year following a gift purchase than a matched sample of
    customers who purchase for their personal use. Specifically, gift buyers increase
    their purchase frequency (25%), spend more per shopping trip (41%), and engage
    in more cross-buying (49%). The sales lift is particularly pronounced among new
    customers. Identity theory suggests customer gratitude and public commitment as
    mediating mechanisms. Gift purchase design characteristics (i.e., assistance during
    gift purchase and branded gift wrapping) influence the strength of the mediating
    mechanisms. </jats:p>
author:
- first_name: Andreas
  full_name: Eggert, Andreas
  last_name: Eggert
- first_name: Lena
  full_name: Steinhoff, Lena
  last_name: Steinhoff
- first_name: Carina
  full_name: Witte, Carina
  last_name: Witte
citation:
  ama: Eggert A, Steinhoff L, Witte C. Gift Purchases as Catalysts for Strengthening
    Customer–Brand Relationships. <i>Journal of Marketing</i>. 2019;83(5):115-132.
    doi:<a href="https://doi.org/10.1177/0022242919860802">10.1177/0022242919860802</a>
  apa: Eggert, A., Steinhoff, L., &#38; Witte, C. (2019). Gift Purchases as Catalysts
    for Strengthening Customer–Brand Relationships. <i>Journal of Marketing</i>, <i>83</i>(5),
    115–132. <a href="https://doi.org/10.1177/0022242919860802">https://doi.org/10.1177/0022242919860802</a>
  bibtex: '@article{Eggert_Steinhoff_Witte_2019, title={Gift Purchases as Catalysts
    for Strengthening Customer–Brand Relationships}, volume={83}, DOI={<a href="https://doi.org/10.1177/0022242919860802">10.1177/0022242919860802</a>},
    number={5}, journal={Journal of Marketing}, publisher={SAGE Publications}, author={Eggert,
    Andreas and Steinhoff, Lena and Witte, Carina}, year={2019}, pages={115–132} }'
  chicago: 'Eggert, Andreas, Lena Steinhoff, and Carina Witte. “Gift Purchases as
    Catalysts for Strengthening Customer–Brand Relationships.” <i>Journal of Marketing</i>
    83, no. 5 (2019): 115–32. <a href="https://doi.org/10.1177/0022242919860802">https://doi.org/10.1177/0022242919860802</a>.'
  ieee: 'A. Eggert, L. Steinhoff, and C. Witte, “Gift Purchases as Catalysts for Strengthening
    Customer–Brand Relationships,” <i>Journal of Marketing</i>, vol. 83, no. 5, pp.
    115–132, 2019, doi: <a href="https://doi.org/10.1177/0022242919860802">10.1177/0022242919860802</a>.'
  mla: Eggert, Andreas, et al. “Gift Purchases as Catalysts for Strengthening Customer–Brand
    Relationships.” <i>Journal of Marketing</i>, vol. 83, no. 5, SAGE Publications,
    2019, pp. 115–32, doi:<a href="https://doi.org/10.1177/0022242919860802">10.1177/0022242919860802</a>.
  short: A. Eggert, L. Steinhoff, C. Witte, Journal of Marketing 83 (2019) 115–132.
date_created: 2023-01-31T15:34:31Z
date_updated: 2023-01-31T15:44:20Z
doi: 10.1177/0022242919860802
extern: '1'
intvolume: '        83'
issue: '5'
keyword:
- Marketing
- Business and International Management
language:
- iso: eng
page: 115-132
publication: Journal of Marketing
publication_identifier:
  issn:
  - 0022-2429
  - 1547-7185
publication_status: published
publisher: SAGE Publications
status: public
title: Gift Purchases as Catalysts for Strengthening Customer–Brand Relationships
type: journal_article
user_id: '4336'
volume: 83
year: '2019'
...