KOREASCHOLAR

Consumers want to express their original unique personality, and even are willing to endure high expenses in order to do this. One noticeable strategy in the market, used by companies to suit for this consumer sentiment, is that of employing limited edition marketing and limited free gifts. This study investigated the effects of limited free gifts on consumer response. Specifically, the present study examined how the need for uniqueness moderated the effects of limited free gifts on brand commitment and attitudes. The online survey method was used to gather the data and a total of 224 data were used to analyze data. The results of the research were as follows. The findings revealed four dimensions of limited free gifts: scarcity/specialty, not for sale, complementarity, and risk. Complementarity positively affected brand commitment, while all four dimensions of limited free gifts positively influenced brand attitude. In addition, the need for uniqueness was proven to be the strongest variable which positively influenced brand commitment and attitudes. Also, when the need for uniqueness was applied as a moderating variable, depending on the levels of the need for uniqueness, the effects of riskiness on the consumer’s response were shown to be different. The findings of this study infer various academic and practical applications.

Abstract
I. Introduction
Ⅱ. Background
    1. Limited editions of free gifts
    2. Characteristics of limited editions of free gift
    3. Consumer responses
    4. Need for uniqueness
Ⅲ. Methods
    1. Research questions
    2. Instruments
    3. Sample and data collection procedures
Ⅳ. Results
    1. Characteristics of respondents
    2. Validity and reliability of measurement
    3. Effects of limited editions of free gifts on brandcommitment and brand attitudes
Ⅴ. Conclusion and Implications
References

• Yoon Sun Lee(인하대학교 의류디자인학과) | 이윤선
• Jieun Lee(인하대학교 의류디자인학과) | 이지은
• Hyun-Hwa Lee(인하대학교 의류디자인학과) | 이현화 Corresponding author