The case of wine: understanding Chinese gift-giving behavior

Yang, Nicole and Paladino, Angela (2015) The case of wine: understanding Chinese gift-giving behavior. Marketing Letters, 26 (3). pp. 335-361. ISSN 0923-0645

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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.

Item Type: Article
Keywords: consumer behavior, gifting, Wine consumption, Country-of-origin, Theory of planned behavior
Schools and Departments: University of Sussex Business School > Strategy and Marketing
SWORD Depositor: Mx Elements Account
Depositing User: Mx Elements Account
Date Deposited: 23 Nov 2020 08:49
Last Modified: 05 Mar 2021 14:30
URI: http://sro.sussex.ac.uk/id/eprint/95236

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