• Intergenerational Influences on the Consumer Preferences of Female Undergraduates: Consumer Socialization and Brand Equity

Abstract

In today’s competitive battleground, attracting the brand preference between intergenerational transmissions remains as the most critical but yet elusive agenda for all marketers. However, to date relevant marketing literature continues to overlook how intergenerational influences can have impacts on purchase behavior. This research reports the integrated model of intergenerational influences on brand preference of mother-daughter dyads that shows four consumer characteristics suggested in past research to affect intergenerational product and brand preference: intergenerational communication, brand consciousness, brand loyalty, and physical vanity. Here the study uses a parallel survey of 257 mother-daughter dyads to quantify intergenerational impact on both daughter’s consumer characteristics and brand preference of mother-daughter dyads. We find that our integrated model is workable. Results also indicate that intergenerational influences are positively related to daughter’s consumer characteristics, whereas daughter’s brand preference is partially similar with mother’s one. Especially, the impact of mother-daughter dyads on both intergenerational communication and brand loyalty has a significant effect on brand preference of mother-daughter dyads. Implications and directions for future research are discussed.

Keywords: Intergenerational Influences, Intergenerational Communication, Brand Consciousness, Brand Loyalty, Physical Vanity