Moderating effect of cultural values on decision making of gift‐giving from a perspective of self‐congruity theory: an empirical study from Chinese context-Reference-Cited by-同舟云学术

Moderating effect of cultural values on decision making of gift‐giving from a perspective of self‐congruity theory: an empirical study from Chinese context

Published:2010-11-02 Issue:7 Volume:27 Page:604-614
ISSN:0736-3761
Container-title:Journal of Consumer Marketing
language:en
Short-container-title:Journal of Consumer Marketing

Author:

Liu ShiXiong,Lu YanXiong,Liang QiuPing,Wei ErYue

Publisher

Emerald

Subject

Marketing,Business and International Management

Reference49 articles.

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5. Belk, R.W. (1979), “Gfit‐gving behavior”,Research in Marketing, Vol. 2, p. 95.

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