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Gift–image congruence and gift appreciation in romantic relationships: The roles of intimacy and relationship dependence

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  • Luo, Biao
  • Fang, Wenpei
  • Shen, Jie
  • Cong, Xue Fei

Abstract

This research explores the effect of gift–image congruence on the recipient's gift appreciation, and the moderating effects of intimacy and the recipient's relationship dependence in romantic relationships. The results show that gift-recipient image congruence has a positive effect on the recipient's gift appreciation, while the effect of gift-giver image congruence on gift appreciation is insignificant or even negative in Chinese and non-Chinese samples. For both Chinese and non-Chinese samples, the intimacy and relationship dependence of recipients attenuate the negative effect of gift-giver image congruence and the positive effect of gift-recipient image congruence on the recipient's gift appreciation. This research advances our understanding of what gifts and under what circumstances gifts are appreciated by recipients. Theoretical contributions to the gift-giving literature and practical implications are discussed.

Suggested Citation

  • Luo, Biao & Fang, Wenpei & Shen, Jie & Cong, Xue Fei, 2019. "Gift–image congruence and gift appreciation in romantic relationships: The roles of intimacy and relationship dependence," Journal of Business Research, Elsevier, vol. 103(C), pages 142-152.
    • Handle: RePEc:eee:jbrese:v:103:y:2019:i:c:p:142-152
    DOI: 10.1016/j.jbusres.2019.06.018
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