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Marketing Letters
Erschienen in: Marketing Letters 3/2015

01.09.2015

The case of wine: understanding Chinese gift-giving behavior

verfasst von: Ye Yang, Angela Paladino

Erschienen in: Marketing Letters | Ausgabe 3/2015

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Abstract

This study develops our understanding of consumption in China in a gift-giving context and highlights the boundary conditions under which country of origin effects impact wine gift-giving behavior. Using the Theory of Planned Behavior (TPB) as the core premise and borrowing from the embeddedness literature within network theory, we gauge unique insights into Chinese gift-giving behavior. Using survey results from 617 Chinese consumers, product image and gift packaging had significant moderating effects on relationships that were previously assumed to be robust. Results also suggested that country-of-origin effects (China) and ethnocentrism significantly impacted the formation of purchase behavior toward wine as a gift.
Vorheriger Artikel The Korean language and the effects of its honorifics system in advertising: deferential vs. informal speech as regulatory prime on persuasive impact
Nächster Artikel Celebrity endorsements and women consumers in India: how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency

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Metadaten
Titel
The case of wine: understanding Chinese gift-giving behavior
verfasst von
Ye Yang
Angela Paladino
Publikationsdatum
01.09.2015
Verlag
Springer US
Erschienen in
Marketing Letters / Ausgabe 3/2015
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-015-9355-0

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