Abstract
The objective of this paper is to explain the multiplication process of wedding formats by interpreting consumer consciousness and behavior in bridal consumption gift giving rituals. The result indicates the changes in gift giving rules that support the invitation system of wedding receptions.
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Minami, C. (2015). Bridal Consumption as Gift-Giving Ritual. In: Chebat, JC., Oumlil, A. (eds) Proceedings of the 1998 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17383-2_22
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DOI: https://doi.org/10.1007/978-3-319-17383-2_22
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