Gift–image congruence and gift appreciation in romantic relationships: The roles of intimacy and relationship dependence

This research explores the effect of gift–image congruence on the recipient's gift appreciation, and the moderating effects of intimacy and the recipient's relationship dependence in romantic relationships. The results show that gift-recipient image congruence has a positive effect on the...

Full description

Saved in:
Bibliographic Details
Published in:Journal of business research 2019-10, Vol.103, p.142-152
Main Authors: Luo, Biao, Fang, Wenpei, Shen, Jie, Cong, Xue Fei
Format: Article
Language:English
Subjects:
Gift appreciation
Gift giving
Gift–image congruence
Intimacy
Relationship dependence
Romantic relationship
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:This research explores the effect of gift–image congruence on the recipient's gift appreciation, and the moderating effects of intimacy and the recipient's relationship dependence in romantic relationships. The results show that gift-recipient image congruence has a positive effect on the recipient's gift appreciation, while the effect of gift-giver image congruence on gift appreciation is insignificant or even negative in Chinese and non-Chinese samples. For both Chinese and non-Chinese samples, the intimacy and relationship dependence of recipients attenuate the negative effect of gift-giver image congruence and the positive effect of gift-recipient image congruence on the recipient's gift appreciation. This research advances our understanding of what gifts and under what circumstances gifts are appreciated by recipients. Theoretical contributions to the gift-giving literature and practical implications are discussed.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2019.06.018