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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CITATION STYLE
APA
Minami, C. (2015). Bridal Consumption as Gift-Giving Ritual. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 135–138). Springer Nature. https://doi.org/10.1007/978-3-319-17383-2_22
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