Abstract:The present work studies a novel perspective on gift‐giving research by examining the effect of the giver–recipient relationship on the recipient–brand relationship. A study examining gift exchanges in real‐life relationships and two laboratory experiments demonstrate that the effect of the recipient's relationship satisfaction with the gift giver on self‐brand connections and, consequently, on brand‐related behaviors is conditional on the durability of the gift. The findings are robust to manipulating the dur… Show more
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