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Influences of two modes of intergenerational communication on brand equity

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  • Cai, Yuanyuan
  • Zhao, Guangzhi
  • He, Jiaxun

Abstract

Intergenerational (IG) communication within a family is an important source of brand equity. This study investigates how IG communication influences brand equity through multiple mechanisms. A careful examination of the nature and process of IG communication reveals two distinctive modes of IG influences — IG conversation and IG recommendation. Evidence from a large scale empirical study using structural equation modeling shows that these two modes of IG communication differentially impact brand equity through contrasting mechanisms. Managerial implications and directions for future research are discussed.

Suggested Citation

  • Cai, Yuanyuan & Zhao, Guangzhi & He, Jiaxun, 2015. "Influences of two modes of intergenerational communication on brand equity," Journal of Business Research, Elsevier, vol. 68(3), pages 553-560.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:3:p:553-560
    DOI: 10.1016/j.jbusres.2014.09.007
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    References listed on IDEAS

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    Cited by:

    1. de Oliveira, Marta Olivia Rovedder & Silveira, Cleo Schmitt & Luce, Fernando Bins, 2015. "Brand equity estimation model," Journal of Business Research, Elsevier, vol. 68(12), pages 2560-2568.
    2. Eng, Teck-Yong & Ozdemir, Sena & Michelson, Grant, 2016. "Brand origin and country of production congruity: Evidence from the UK and China," Journal of Business Research, Elsevier, vol. 69(12), pages 5703-5711.
    3. Samuel Guillemot, 2018. "Intergenerational transmission in consumer behaviour: An integrative conceptual framework and future research directions," Post-Print hal-02466675, HAL.
    4. Beatriz Moliner-Velázquez & María Fuentes-Blasco & Irene Gil-Saura, 2019. "Effects of value and innovation on brand equity in retailing," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 658-674, November.
    5. Kinias, Ioannis & Chalis, Spyridon & Glyptis, Loukas, 2023. "Family business research: A systematic review and an uncelebrated role of marketing," Journal of Business Research, Elsevier, vol. 162(C).

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