From crisis to opportunity: how gift types reshape consumer patronage intention through perceived brand responsibility

Purpose This study aims to investigate the differential impact of transactional versus relational gift types on consumer patronage intention following business-to-consumer brand crises, specifically examining the mediating role of perceived brand responsibility (PBR) and three key boundary conditions. Design/methodology/approach Five scenario-based experiments (n = 998) were conducted. The research utilized ANOVA and Hayes’ PROCESS macro to test a moderated mediation framework involving crisis nature, brand narrativity and initial consumer trust. Findings Results demonstrate that relational gifts outperform transactional gifts in enhancing patronage intention. This effect is fully mediated by perceived brand responsibility. The advantage of relational gifts is significantly amplified in internal crises, high-narrativity communication, and among consumers with high initial brand trust. Practical implications Managers should prioritize relational over transactional gifts in high-accountability crises. Effective recovery requires integrating precrisis trust building and narrative-driven communication to optimize the symbolic value of remedial actions. Originality/value To the best of the authors’ knowledge, this research is among the first to integrate gift-giving theory into brand crisis management. It moves beyond traditional informational strategies to reveal how behavioral remediation and social exchange logic repair consumer-brand relationships.