Exploring the Effectiveness of Business Gifts: Replication and Extension |
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| Authors: | Richard F. Beltramin |
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| Affiliation: | 1. Department of Advertising and Public Relations, Fu-Jen Catholic University, Taiwan;2. School of Journalism, University of Missouri-Columbia |
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| Abstract: | Abstract This investigation replicates Beltramini's (1992) study of the effectiveness of business gifts, and extends the research to include actual marketplace sales response. A company's customers'perceived satisfaction and intention to continue repurchasing are surveyed both before and after being sent a more expensive gift, a less expensive gift, or no gift at all, and customers'actual sales are longitudinally tracked. The results indicate business gift-giving represents an effective part of a marketer's overall marketing communications strategy, and both limitations and implications are discussed. |
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