Premiums—Forgotten by Theory

Seipel, Carl-Magnus

doi:10.1177/002224297103500206

Cited by 8 publications

(5 citation statements)

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“…The second gift design dimension, gift relatedness , refers to the link between a gift and the gift-giving firm, as well as its products and services, which can be related or unrelated (Keh and Lee 2006; Yi and Jeon 2003). We do not predict that either related or unrelated gifts are more effective per se, because both company related (e.g., free company products) and company unrelated (e.g., free products from other companies) gifts can increase perceptions of relationship investment (Seipel 1971). But providing either related or unrelated gifts should influence the associations that customers assign to the gift (Bodur and Grohmann 2005).…”

Section: Theoretical Modelmentioning

confidence: 86%

How Gifts Influence Relationships With Service Customers and Financial Outcomes for Firms

Marchand

Paul

Hennig‐Thurau

et al. 2016

Journal of Service Research

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Service companies invest billions of dollars to develop and maintain long-term customer relationships by offering corporate gifts. Yet several questions remain regarding such relationship marketing instruments: What impact do different kinds of gifts have on customers? Which perceptions allow gifts to affect customer behavior? What financial outcomes do these gifts imply for firms? To answer these questions, the authors use data from 1,950 airline customers-combining a longitudinal field experiment with internal customer database information-and explore the effects of different gift designs on customer perceptions and actual spending behavior. The experiment manipulates four gift designs (economic related/unrelated; social related/unrelated) and measures customer perceptions and behavior at different points in time. Multivariate analyses of covariance (MANCOVAs) and spotlight analyses reveal that the congruent combinations of economic related and social unrelated gift dimensions have the strongest effects on customer perceptions of relationship investment. Serial mediation analyses further reveal that the impact of gifts on customer spending is fully mediated by customer perceptions of perceived relationship investment and repurchase intention. Economic related gifts produce the highest contribution margins. Service managers may use these findings to design effective gifts and management processes (e.g., gift success tracking).

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Section: Theoretical Modelmentioning

confidence: 86%

How Gifts Influence Relationships With Service Customers and Financial Outcomes for Firms

Marchand

Paul

Hennig‐Thurau

et al. 2016

Journal of Service Research

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“…Jones (1964) has developed a comparable theory of ingratiation in which gift-giving is one means of securing at least feigned affection. And Seipel (1971) has demonstrated that the use of advertising premiums may create in recipients a need to reciprocate by purchasing the advertiser's products.…”

Section: The Process Of Gift Exchangementioning

confidence: 99%

It's the Thought that Counts: A Signed Digraph Analysis of Gift-Giving

Belk¹

1976

J CONSUM RES

205

150

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“…Chang argued, however, that premiums do not always add value to a product and that certain contextual factors may moderate their effectiveness. Following Seipel's (1971) finding that badly chosen premiums can lead to a negative perception of a brand, Simonson and Carmon (1994) even claimed that when consumers perceive premiums as adding little or no value, premiums can negatively affect brand choice (see also Chang, 2009). It appears from these findings that choosing (the "right") premium is key.…”

Section: University Of Antwerp Belgiummentioning

confidence: 99%