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Article
Publication date: 27 March 2023

Ines Branco-Illodo, Teresa Heath and Caroline Tynan

This research paper aims to understand how givers characterise and manage their gift giving networks by drawing on attachment theory (AT). This responds to the need to illuminate…

Abstract

Purpose

This research paper aims to understand how givers characterise and manage their gift giving networks by drawing on attachment theory (AT). This responds to the need to illuminate the givers–receivers’ networks beyond traditional role-based taxonomies and explore their changing dynamics.

Design/methodology/approach

A multi-method, qualitative approach was used involving 158 gift experiences captured in online diaries and 27 follow-up interviews.

Findings

Results show that givers organise receivers into gifting networks that are grounded in a contextual understanding of their relationships. The identification of direct, surrogate and mediated bonds reflects three different dimensions that inform gift-giving networks of support, care or belongingness rooted in AT. The relative position of gift receivers in this network influences the nature of support, the type of social influences and relationship stability in the network.

Research limitations/implications

This study illustrates the complexity of relationships based on the data collected over two specific periods of time; thus, there might be further types of receivers within a giver’s network that the data did not capture. This limitation was minimised by asking about other possible receivers in interviews.

Practical implications

The findings set a foundation for gift retailers to assist gift givers in finding gifts that match their perceived relations to the receivers by adapting communication messages and offering advice aligned with specific relationship contexts.

Originality/value

This study illuminates gift-giving networks by proposing a taxonomy of gifting networks underpinned by AT that can be applied to study different relationship contexts from the perspective of the giver. This conceptualisation captures different levels of emotional support, social influences and relationship stability, which have an impact on the receivers’ roles within the giver’s network. Importantly, results reveal that the gift receiver is not always the target of gift-giving. The target can be someone whom the giver wants to please or an acquaintance they share with the receiver with whom they wish to reinforce bonds.

Details

European Journal of Marketing, vol. 57 no. 10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 19 April 2023

Mohamed Bilal Basha, Fazli Wahid and Gail Hafidh

This paper aims to investigate the attraction of cannabis-infused soft drinks beverages among young Canadian consumers in the wake of a rise in multimodal cannabis consumption. It…

Abstract

Purpose

This paper aims to investigate the attraction of cannabis-infused soft drinks beverages among young Canadian consumers in the wake of a rise in multimodal cannabis consumption. It is an area of accelerated growth potential, with little research data currently available, and findings would inform stakeholders in the soft drinks market. The research participants were all university students in Ontario province, Canada.

Design/methodology/approach

Random convenience sampling data collection techniques were used to gather data from the Ontario-based participants. Reliability, factors loading and multiple regression analysis were administered to understand the impact of factors towards positive attitude.

Findings

The results reveal that price, impulsive personality, social insecurity and social norms all have a positive influence towards positive attitude. However, energy, taste and past experience failed to show any relationship with positive attitude. The results suggest that the individual consumer’s personality and social context have greater influence than price, a useful insight into the market trends for stakeholders within the industry.

Research limitations/implications

The use of convenience sampling, due to the potentially sensitivity nature of the area of study, hinders the use of a sampling frame.

Originality/value

To the best of the authors’ knowledge, this study is the first of its kind to examine positive attitude with respect to cannabis-infused soft drinks among young consumers in Canada. It is of particular interest to stakeholders in the production and marketing sectors of the global beverage industry, and its findings will help inform this fledgling wing of that industry on how to move forward through the unknown territory with regard to consumer motivations.

Content available
Book part
Publication date: 5 February 2024

Abstract

Details

Work-Life Inclusion: Broadening Perspectives Across the Life-Course
Type: Book
ISBN: 978-1-80382-219-8

Abstract

Details

Unsettling Colonial Automobilities
Type: Book
ISBN: 978-1-80071-082-5

Content available
Book part
Publication date: 4 December 2023

Stuart Cartland

Abstract

Details

Constructing Realities
Type: Book
ISBN: 978-1-83797-546-4

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