P. Clarke
Aug 1, 2006
Citations
0
Influential Citations
34
Citations
Quality indicators
Journal
Journal of Consumer Marketing
Abstract
Purpose – The act of giving a gift at Christmas is a form of consumption that invokes different levels of involvement. The purpose of this paper is to explore and measure involvement in parental Christmas gift giving and giving branded items as gifts.Design/methodology/approach – The required information was gathered via a self‐administered survey method distributed to parents with at least one child between the ages of three and eight years. A questionnaire package was delivered to five participating schools and seven kindergartens for children to take home to their parents. As a result, 450 acceptable cases were subjected to a process of exploratory factor and confirmatory analysis.Findings – The findings indicate that there is no significant relationship between involvement in giving gifts and involvement in giving brands as gifts, which suggests that it is important for parents to give gifts but not involving for parents to give popular brand names as gifts. In addition, the findings indicate that tra...