Intergenerational influence on brand preferences

Abstract

PurposeThe purpose of this paper is to assess the role that elapsed time and culture may play in affecting intergenerational influence (IGI) on brand preference. The results of an empirical study conducted in Mexico reveal that coincidence in family life‐cycle stage emerges as an important factor in determining IGI strength.Design/methodology/approachA total of 600 questionnaires were collected from 300 dyads of mothers/daughters. This research extends Moore et al.'s basic methodology and findings to the Mexican context by including daughters at different stages of their family life cycle covering a time frame of up to 15 years out of the parents' household.FindingsThe findings support results from previous research conducted in the USA, signaling IGI as influencing brand preferences. However, the results diverge by demonstrating that in certain cultural contexts (e.g. Mexico), coincidence in family life‐cycle may have a stronger influence on IGI than the amount of elapsed time not living with parents.Research limitations/implicationsUnderstanding how IGI evolves in different cultural contexts may be applicable in the design of product and communication strategies leading to brand preference.Originality/valueThis study contributes to the literature by providing knowledge about the factors affecting consumers' brand preferences in Mexico, a country sharing cultural values with an important number of nations (including Latin America) where research conducted on these issues is scarce and where effective brand strategies need to be developed.