Qian, Wang; Abdur Razzaque, Mohammed; Ah Keng, Kau - In: Journal of Consumer Marketing 24 (2007) 4, pp. 214-228
Purpose – The purpose of this paper is to report the results of a study undertaken to investigate the gift‐giving behavior of consumers in the People's Republic of China (PRC) during the Chinese New Year and the influence exerted by Chinese cultural values on such behavior....