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


Mandrik C., Bao Y., Wang S.

JOURNAL OF CONSUMER MARKETING, cilt.35, sa.1, ss.91-104, 2018 (ESCI İndekslerine Giren Dergi) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 35 Konu: 1
  • Basım Tarihi: 2018
  • Doi Numarası: 10.1108/jcm-02-2016-1717
  • Dergi Adı: JOURNAL OF CONSUMER MARKETING
  • Sayfa Sayıları: ss.91-104

Özet

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.