Purpose We aim to ascertain whether and how an individual’s social comparison affects their self-gifting motivations … orientation, parenthood, and self-gifting motivations. Findings We find that social comparison positively impacts self-gifting … on consumers’ self-gifting. Through the current study, we contribute new, empirical evidence illuminating how individuals …

Purpose – Consumers gift themselves with luxury fashion brands, yet the motives for self-gifting are not well … understood. Whereas traditionally, self-gifting is defined as self-orientated in nature, luxury brands are seen as social … statements, and self-gifting of luxury fashion brands that combine these two controversial areas is an interesting research topic …