Purpose – 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. Design/methodology/approach – The...

Purpose – An important part of the Christmas ritual is the request tradition. Parents ask their children what they would like for Christmas, respond to a child's request or often initiate such Christmas communication exchanges. These styles of family communication relate to the socialization...

Purpose – Parents' exposure to children's brands appears rather limited; while brands sell at Christmas, there are extraordinary purchases of low‐cost toys and stocking filler fun toys. Maybe, toy brand purchases satisfy the child's request, rather than parents' value or quality preferences....