Carrying the Torch: Determinants of Intergeneration Influences As Sources of Brand Loyalty

Kyle Huggins, James Madison University, USA
Kenneth Bates, University of San Diego, USA
Darin White, Samford University, USA
Since Moore, Wilkie, and Lutz’s (2002) exploration, little research has been conducted to provide answers to which specific family factors contribute to the phenomenon of intergenerational influences. This paper seeks to fill that gap by researching the effects of mother involvement, sibling influence, and family structure as IG influences on both intentional and perceptual brand loyalty. Using dyadic analysis, early results indicate that intergenerational influences increase ten percent across all product categories and brands when both intentional and perceived brand matches are analyzed. Additionally, regression analysis is used to identify significant predictor variables in estimating mother-daughter brand matches.
[ to cite ]:
Kyle Huggins, Kenneth Bates, and Darin White (2010) ,"Carrying the Torch: Determinants of Intergeneration Influences As Sources of Brand Loyalty", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 817-818 .