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Promoting business with corporate gifts – major issues and empirical evidence

Ying Fan (Department of Marketing, University of Lincoln, Lincoln, UK)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 1 January 2006

5157

Abstract

Purpose

The purpose of this paper is to describe how corporate gifts are an important tool in the marketing communication mix.

Design/methodology/approach

This paper is divided into two parts. It first reviews the literature of corporate gifts and incentives, focusing on major issues in the use of corporate gifts: marketing issues, practical considerations, and ethical and cultural concerns. In the second part, it presents a survey in the UK airline industry.

Findings

Corporate gifts are found to be used mainly as a means of enhancing corporate image and creating goodwill. They are also used to help reinforce other elements in the marketing communication mix such as advertising and sales promotion.

Originality/value

Illustrates the important role that corporate gifts and incentives play in the marketing communication mix.

Keywords

Citation

Fan, Y. (2006), "Promoting business with corporate gifts – major issues and empirical evidence", Corporate Communications: An International Journal, Vol. 11 No. 1, pp. 43-55. https://doi.org/10.1108/13563280610643543

Publisher

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Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

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