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Key Influencers: Locating, Measuring, and Creating Programs to Influence Social Media Influencers Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Gift Card Meanings

Authors : Caroline Graham Austin, Lei Huang, Daniel L. Huffman

Published in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference

Publisher: Springer International Publishing

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In this multi-method study, we use theories of social interactionism and metaperception to evaluate consumers’ ambivalence towards their own and others’ gift card use, especially related to other gift mediums (e.g., actual gifts, cash).

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previous chapter Implications of Remote Service Delivery on Customer Relationship Management: A Qualitative Study in a B2B-Setting
next chapter The 80/20 Rule of Customer Loyalty: Examining the Role of Share of Wallet (SOW) as a Moderator of Affect- and Trust-Mediated Effects
Metadata
Title
Gift Card Meanings
Authors
Caroline Graham Austin
Lei Huang
Daniel L. Huffman
Copyright Year
2015
Book
Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference

Print ISBN: 978-3-319-11796-6

Electronic ISBN: 978-3-319-11797-3

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-11797-3_5