Exploring the effectiveness of business gifts: Replication and extension

This investigation replicates Beltramini's (1992) study of the effectivenes s of business gifts, and extends the research to include actual marketplace safes response. A company's customers' perceived satisfaction and intentio n to continue repurchasing are surveyed both before and after being sent a more expensive gift, a less expensive gift, or no gift at all, and customer s' actual sales are longitudinally tracked. The results indicate business g ift-giving represents an effective part of a market er's overall marketing communications strategy, and both limitations and implications are discusse d.