Themes by SPAST TechRep <p><strong>SPAST</strong> Technical Reports (<strong>T</strong>ech<strong>R</strong>ep) is a peer reviewed open access online only conference, workshop, symposium and project reports proceedings publishing platform, enabling affordable dissemination of research globally. We provide every published article with credible media visibility through our various platforms. SPAST Express is the part of the <strong>SPAST Open Access Research System</strong> (OARS).</p> <p><img style="width: 250px;" src="" height="283" /></p> Vibrasphere Technologies en-US SPAST TechRep Effect of Gift Receiving Situations on Brand Attitude Change <p>Although, there has been a deep history of research on gift giving and receiving behavior<br>in the psychological and social literature, however, in the field of marketing, surprisingly there<br>is a lack of systematic attempt to explore the change of recipient’s attitude toward a brand and<br>giver-recipient relationship relation as well as the emotions appearing after the gift is received.<br>In order to fill that gap, this book makes a systematic effort to investigate the probable array of<br>receiving situations that are likely to make recipients change their attitude towards both brand<br>and relationships. Toward this end, this book proposes two main variables of gift receiving<br>situation, include prior brand attitude and prior giver-recipient relationship based on recipients’<br>perception. Under the foundation of literature review and the coping psychological mechanism<br>of balance theory, congruity theory and involvement theory, we expect that recipients may change<br>their attitude toward a brand and giver-recipient relationship systematically after the gift receipt<br>by solving the incongruity or imbalance between the two entities: (1) recipient’s prior attitude<br>toward a brand, and (2) recipient’s prior attitude towards a giver-recipient relationship.<br>To reach this expectation, the specific purpose of the study in this book is if four folds. First,<br>we explore the effect of incongruity on recipient’s emotions as well as attitude change toward<br>a brand and giver-recipient relationship after the gift receipt through the different gift-receiving<br>situations. Second, we examine the effect of recipient’s prior attitude toward a brand on his/her<br>brand attitude toward that brand after receiving the gift. Third, we examine the effect of recipient’s prior perception of strength of giver-recipient relationship on brand attitude change. And<br>finally, we try to present some marketing strategies using gift giving/receiving context.<br>Qualitative and quantitative methodologies are conducted for the initial issue exploration as<br>well as testing the proposed hypotheses in this current studies. The results of empirical study with<br>critical incident technique and experiment concluded that our prediction are almost confirmed,<br>and hereafter are the findings of this current research: For the Vietnamese students’ behavior:<br>(1) the gift-recipients change attitude toward both a brand and giver-recipient relationship after<br>the gift when there is incongruity between the two mentioned entities; (2) the recipient’s attitude<br>change greatest after receiving the neutral brand from a giver who has strong relationship if<br>comparing to other cases and this is the best situation to influence to the change of recipient’s<br>brand attitude; (3) receiving the gift from a giver who has strong relationship, the recipient<br>have greater change in attitude than receiving that gift from a giver who has weak relationship;<br>(4) the recipients have different emotions after receiving the gift across different gift receiving<br>situations, especially they feel satisfied when receiving the favorable brand and no particular<br>emotion or unsatisfied after receiving the unfavorable brand. For the Korean students, the author</p> <p>just conduct interview and the results is mentioned the final part of this research. In addition<br>to its theoretical implication, this thesis describes the study’s managerial implications for the<br>development of brand management in the gift giving/receiving context.</p> Nguyen Thi Phi Nga Copyright (c) 2021 Nguyen Thi Phi Nga 2021-03-01 2021-03-01 1 1 Environmental Policy in Taiwan <p>The basic argument we try to support with this study is that Taiwan has established extensive and effective environmental policies in a short time for the protection of environment which is destroyed by a rapid industrialization process; Taiwan has improved and looked through environmental laws and regulations over time and implemented them effectively. Taiwan also tried to monitor and evaluate her environmental policies as much as possible, and shared current environmental data with the public regularly.</p> Kıvılcım Akkoyunlu Ertan Copyright (c) 2021 Kıvılcım Akkoyunlu Ertan 2021-02-19 2021-02-19 1 1