Gift-Giving Behavior Studies in Brazil: A Bibliographic Analysis

Authors

DOI:

https://doi.org/10.21527/2237-6453.2022.58.12298

Keywords:

Ato de presentear. Estudo bibliográfico. Comportamento do consumidor

Abstract

Gift giving involves various influencing agents and factors that make this process of consumption complex, attracting the interest of studies from various knowledge areas. In order to glimpse how the theme has been developed in Brazil, this study aims to map the evolution of research on gift giving in the country since its first study until December 2020. The research was made in eight databases, namely: Brazilian universities’ thesis and dissertations databases; Google Scholar platform; Capes Journals’ Portal; EnAnpad; Ebsco; Proquest; Spell; and in the authors’ curriculum lattes. The 82 publications found about gift-giving in Brazil were analyzed descriptively. These publications were classified according to the years of publication and analyzed by the topics and their subthemes, also by methodological procedures employed. It was found that publications about gift giving in Brazil began in 2000; the main themes investigated address the gift-giving assumptions, purchase process stages, relational traits between gift-giver and gift recipient.

Author Biographies

Ana Tereza de Freitas de Lapedra, Fundação Getulio Vargas - SP

Atualmente é Mestranda em Administração de Empresas, na Fundação Getúlio Vargas FGV EAESP, na linha de pesquisa Estratégias de Marketing, com bolsa pelo CNPq. Graduada em Administração pela Universidade Estadual de Maringá, participando de dois Programas de Iniciação Científica (sendo um com bolsa pelo CNPq).

Mayra Carlos da Silva, Universidade Estadual de Maringá

Mestre em Administração pela Universidade Estadual de Maringá.

Olga Maria Coutinho Pepece, Universidade Estadual de Maringá (UEM)

Doutorado em Administração pela Universidade Federal do Paraná, Brasil(2009)
Professora da Universidade Estadual de Maringá , Brasil

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Published

2022-05-04

How to Cite

de Freitas de Lapedra, A. T., Carlos da Silva, M., & Pepece, O. M. C. (2022). Gift-Giving Behavior Studies in Brazil: A Bibliographic Analysis. Desenvolvimento Em Questão, 20(58), e12298. https://doi.org/10.21527/2237-6453.2022.58.12298

Issue

Vol. 20 No. 58 (2022): Nº 58 - 2022

Section

Artigos

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