Document Type : Original Article


Assistant Professor, Department of Business Management, Payame Noor University, Iran


Promotional gift is one of the tools to promote non-monetary sales including various dimensions which can affect the attitude of customers and ultimately their intention to buy. The purpose of this study was to investigate the effect of promotional gifts on customer attitude and observational learning. This research used descriptive correlational method to meet the research goals. The statistical population of the study included all customers of Ofogh Koorosh store branches in Birjand. The size of the sample was determined, using Krejcie and Morgan Table, to be 384 gathered through convenience sampling method. To collect the data, the standard questionnaires of promotional gifts of Zhu et al. (2015), observational learning of Khawaja (2013), and the customer attitude of Stafford (1996) were used. The reliability coefficients of the questionnaires in this study were 0.885, 0.894 and 0.743 respectively. Descriptive indicators and structural equation modeling were used to analyze the data applying SPSS and PLS software. The results of data analyses showed that promotional gifts had a significant effect on customers’ attitude (β=0.694) and observational learning (β= 0.790).   


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