A cross-national study of intergenerational influence: US and PRC


Mandrik C., Bao Y., Wang S.

JOURNAL OF CONSUMER MARKETING, vol.35, no.1, pp.91-104, 2018 (Journal Indexed in ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 35 Issue: 1
  • Publication Date: 2018
  • Doi Number: 10.1108/jcm-02-2016-1717
  • Title of Journal : JOURNAL OF CONSUMER MARKETING
  • Page Numbers: pp.91-104

Abstract

Purpose - The purpose of this study is to examine the intergenerational influence across dyads of mothers and daughters from the USA and the People's Republic of China (PRC), with a particular interest in discovering the cross-national differences in terms of the level of mother-daughter brand preference agreement, the directional influence from daughter to mother and leading factors for the observed differences.