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An Exploration of The Effects of Brand Choice Factors On Gift Giving Amongst Irish Consumers

Doyle, Adam (2021) An Exploration of The Effects of Brand Choice Factors On Gift Giving Amongst Irish Consumers. Masters thesis, Dublin, National College of Ireland.

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The concept of gift giving and how brand choice factors affect gift giving amongst the Irish consumer market is one that remains relatively understudied to date. Previous scholars have delved into gift giving research in a variety of instances (Belk, 1982; Parsons, 2002; Clarke 2006) and explored a vast spectrum of research topics to date. Similarly, the literature pertaining to brand choice is one that is continually evolving and has been extensively investigated (Parsons 2002; Low and Lamb 2000; Parsons, Ballantine and Kennedy, 2011). Whilst some research has touched on the two topics as a whole, the lack of research into the affects that brand choice factors have on gift amongst Irish consumers calls for further investigation.

This paper aims to add to the presently available data on the research topic with relevance to the Irish consumer base. Specific attention has been paid to the previous literature and underpinning study to identify relevant brand choice factors. These factors are then applied to the qualitative research method explained within this work in order to extrapolate data from a representative sample of the population.

Five semi structured interviews were conducted amongst a mixed sample of Irish consumers with the data being thematically analysed. The results are thoroughly discussed and recommendations from the findings are given.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
D History General and Old World > DA Great Britain > Ireland
Divisions: School of Business > Master of Science in Management
Depositing User: Clara Chan
Date Deposited: 14 Feb 2022 13:30
Last Modified: 14 Feb 2022 13:30

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