THE PSYCHOLOGICAL EFFECTS OF CORPORATE GIFTING ON BUSINESS RELATIONSHIPS
AUTHOR – JACK ROSHAN LAL, STUDENT AT GIBS BUSINESS SCHOOL, BANGALORE
BEST CITATION – JACK ROSHAN LAL, THE PSYCHOLOGICAL EFFECTS OF CORPORATE GIFTING ON BUSINESS RELATIONSHIPS, ILE MULTIDISCIPLINARY JOURNAL, 4 (1) OF 2025, PG. 141-148, APIS – 3920-0007 | ISSN – 2583-7230.
Abstract
Corporate gifting is a dynamic strategy employed to foster relationships, enhance loyalty, and establish professional goodwill. This research explores the perceptions and attitudes of stakeholders toward corporate gifting, emphasizing the psychological, cultural, and strategic dimensions. The study utilizes survey data to analyze key aspects such as personalization, cultural relevance, emotional connections, and ROI. Findings reveal polarized views on satisfaction and cultural relevance, widespread support for emotional value, and ambivalence toward personalization. Implications for businesses include the need for strategic personalization, balanced cultural sensitivity, and robust ROI evaluation methods. Despite its limitations, this research provides actionable insights and sets the stage for future studies to deepen our understanding of corporate gifting dynamics.
Keywords: Corporate Gifting, Emotional Connections, Personalization, Cultural Relevance, ROI, Business Relationships, Customer Retention, Trust Building, Professional Loyalty, Gift Customization, Cultural Sensitivity, Relationship Marketing, Employee Engagement, Brand Loyalty, Social Exchange Theory, Strategic Gifting, Customer Experience, Psychological Impact, Professional Relationships, Measurable Outcomes