JOURNAL OF CONSUMER MARKETING, vol.35, no.1, pp.91-104, 2018 (ESCI)
Article / Article
JOURNAL OF CONSUMER MARKETING
Emerging Sources Citation Index (ESCI), Scopus
China, Decomposition, Brand preferences, Conformity motivation, Intergenerational influence, CONSUMER SOCIALIZATION, PARENTAL STYLE, FAMILY COMMUNICATION, DEVELOPMENTAL TIMETABLES, CONSUMPTION, CHILDREN, SUSCEPTIBILITY, CONFORMITY, ATTITUDES, CONFLICT
Middle East Technical University Affiliated:
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.