The act of giving a gift at Christmas is a form of consumption that invokes different levels of involvement. The purpose of this paper is to explore and measure involvement in parental Christmas gift giving and giving branded items as gifts.
The required information was gathered via a self‐administered survey method distributed to parents with at least one child between the ages of three and eight years. A questionnaire package was delivered to five participating schools and seven kindergartens for children to take home to their parents. As a result, 450 acceptable cases were subjected to a process of exploratory factor and confirmatory analysis.
The findings indicate that there is no significant relationship between involvement in giving gifts and involvement in giving brands as gifts, which suggests that it is important for parents to give gifts but not involving for parents to give popular brand names as gifts. In addition, the findings indicate that traditional measures of involvement require modifications that reflect semantic issues as well as reliability and validity issues.
Children between the ages of three and eight years are most likely to be concerned with the Santa myth; it is also a time of concern for parents and has implications for promotional and marketing activities of brands targeted at children.
This research offers insights into involvement within the intangible context of gift giving and giving brands as gifts. It also contributes to the semantic differences between two forms of involvement and contributes to the ongoing involvement‐importance debate.
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