Buil, Isabel; de Chernatony, Leslie; Montaner, Teresa - In: European Journal of Marketing 47 (2013) 3/4, pp. 574-595
Purpose – The aim of this paper is to shed light on the determinants of consumers' evaluations and purchase intentions of gift promotions. Factors analysed relate to the promoted product, the gift, the relationship between the product and the gift, and consumer traits and perceptions....
