| Authors and Corporations: | |
|---|---|
| In: | Journal of Advertising, 29, 2000, 2, p. 75-78 |
| published: |
Board of Directors, American Academy of Advertising
|
| Media Type: | Article, E-Article |
| Physical Description: | 75-78 |
|---|---|
| ISSN: |
0091-3367
1557-7805 |
| published in: | Journal of Advertising |
| Language: | English |
| Subjects: | |
| Collection: | sid-55-col-jstorbusiness sid-55-col-jstoras6 sid-55-col-jstorbusiness2archive JSTOR Business & Economics JSTOR Arts & Sciences VI Archive JSTOR Business II Archive |
<p>This investigation replicates Beltramini's (1992) study of the effectiveness of business gifts, and extends the research to include actual marketplace sales response. A company's customers' perceived satisfaction and intention to continue repurchasing are surveyed both before and after being sent a more expensive gift, a less expensive gift, or no gift at all, and customers' actual sales are longitudinally tracked. The results indicate business gift-giving represents an effective part of a marketer's overall marketing communications strategy, and both limitations and implications are discussed.</p> |