Influences of two modes of intergenerational communication on brand equity

Yuanyuan Cai; Guangzhi Zhao; Jiaxun He

doi:10.1016/j.jbusres.2014.09.007

Influences of two modes of intergenerational communication on brand equity

Yuanyuan Cai
, Guangzhi Zhao
, Jiaxun He^*

^*Corresponding author for this work

Shanghai International School of Chief Technology Officer

Research output: Contribution to journal › Article › peer-review

31 Scopus citations

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.

Original language	English
Pages (from-to)	553-560
Number of pages	8
Journal	Journal of Business Research
Volume	68
Issue number	3
DOIs	https://doi.org/10.1016/j.jbusres.2014.09.007
State	Published - 1 Mar 2015

Keywords

Brand equity
Chinese consumers
IG communication
IG influence
IG-influences-based brand equity (IGBE)

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10.1016/j.jbusres.2014.09.007

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title = "Influences of two modes of intergenerational communication on brand equity",

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.",

keywords = "Brand equity, Chinese consumers, IG communication, IG influence, IG-influences-based brand equity (IGBE)",

author = "Yuanyuan Cai and Guangzhi Zhao and Jiaxun He",

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AU - Zhao, Guangzhi

AU - He, Jiaxun

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N2 - 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.

AB - 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.

KW - Brand equity

KW - Chinese consumers

KW - IG communication

KW - IG influence

KW - IG-influences-based brand equity (IGBE)

UR - https://www.scopus.com/pages/publications/84919683322

U2 - 10.1016/j.jbusres.2014.09.007

DO - 10.1016/j.jbusres.2014.09.007

M3 - 文章

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VL - 68

SP - 553

EP - 560

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JF - Journal of Business Research

IS - 3

ER -

Influences of two modes of intergenerational communication on brand equity

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Keywords

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