Intergenerational influence on brand preferences

Purpose - The purpose of this paper is to assess the role that elapsed time and culture may play in affecting intergenerational influence (IGI) on brand preference. The results of an empirical study conducted in Mexico reveal that coincidence in family life-cycle stage emerges as an important factor...

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Bibliographic Details
Published in:The journal of product & brand management 2011-03, Vol.20 (1), p.5-13
Main Authors: Perez, Maria Eugenia, Padgett, Dan, Burgers, Willem
Format: Article
Language:English
Subjects:
Brand loyalty
Brand management
Brand preferences
College students
Consumer behavior
Consumers
Consumption
Culture
Families & family life
Family structure
Females
Hypotheses
Influence
Lifestyles
Mothers
Parents & parenting
Questionnaires
Socialization
Studies
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Summary:Purpose - The purpose of this paper is to assess the role that elapsed time and culture may play in affecting intergenerational influence (IGI) on brand preference. The results of an empirical study conducted in Mexico reveal that coincidence in family life-cycle stage emerges as an important factor in determining IGI strength.Design methodology approach - A total of 600 questionnaires were collected from 300 dyads of mothers daughters. This research extends Moore et al.'s basic methodology and findings to the Mexican context by including daughters at different stages of their family life cycle covering a time frame of up to 15 years out of the parents' household.Findings - The findings support results from previous research conducted in the USA, signaling IGI as influencing brand preferences. However, the results diverge by demonstrating that in certain cultural contexts (e.g. Mexico), coincidence in family life-cycle may have a stronger influence on IGI than the amount of elapsed time not living with parents.Research limitations implications - Understanding how IGI evolves in different cultural contexts may be applicable in the design of product and communication strategies leading to brand preference.Originality value - This study contributes to the literature by providing knowledge about the factors affecting consumers' brand preferences in Mexico, a country sharing cultural values with an important number of nations (including Latin America) where research conducted on these issues is scarce and where effective brand strategies need to be developed.
ISSN:1061-0421
2054-1643
DOI:10.1108/10610421111107978