The gift of cultural capital: How culturally mixed gifts strengthen giver-recipient bonds

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2024-10-28 DOI:10.1016/j.jbusres.2024.115026

Zhuomin Shi, Qianying Huang, Xiangyun Zhang

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引用次数: 0

Abstract

Gifts can serve as tangible expressions of social connections. Culturally mixed gifts (i.e., objects simultaneously displaying cultural symbols from various countries) are growing in popularity within the gift market. However, their symbolic significance in building relationships remained unexplored. This research, rooted in cultural capital theory, investigates how culturally mixed gifts impact giver-recipient relationships. Across eight studies (N = 2,072), we demonstrate that culturally mixed gifts strengthen relationships more than nonculturally mixed gifts. This effect is driven by recipients’ perceptions that culturally mixed gifts symbolize desirable cultural capital and further enhance their perceived status. We also examine perceived cultural appropriation and gifting occasions to demonstrate moderators of the proposed effect, such that the favorable impact of culturally mixed gifts on relationship strength weakens when the gift is perceived as cultural appropriation, while it grows stronger on formal (vs. informal) occasions. The effect extends beyond interpersonal connections to brand-customer relationships.

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文化资本的礼物：文化混合礼物如何加强送礼者与受礼者之间的联系

礼品可以作为社会联系的有形表达。文化混合礼品（即同时展示不同国家文化符号的物品）在礼品市场上越来越受欢迎。然而，它们在建立人际关系方面的象征意义仍未得到探讨。本研究以文化资本理论为基础，探讨了文化混合礼品如何影响送礼者与受礼者之间的关系。通过八项研究（N = 2,072），我们证明了文化混合礼物比非文化混合礼物更能加强人际关系。受赠者认为文化混合礼物象征着理想的文化资本，并能进一步提升他们的认知地位，从而产生了这种效应。我们还研究了感知到的文化挪用和馈赠场合，以证明所提出的效应的调节因素，例如，当礼物被认为是文化挪用时，文化混合礼物对关系强度的有利影响会减弱，而在正式（与非正式）场合，这种影响会增强。这种效应超出了人际关系的范围，延伸到了品牌与客户之间的关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.