Abstract
As gifts, greeting cards have no apparent economic or functional value. This study examines empirically greeting card usage and focuses on the role of greeting cards in building and sustaining relationships.
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Paswan, A.K., Subramanian, S. (2015). Communication of Feelings and Relationship: Greeting Card Buying Behavior. In: Wilson, E.J., Hair, J.F. (eds) Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13144-3_2
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DOI: https://doi.org/10.1007/978-3-319-13144-3_2
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