Young consumers influence by older generations: developing the construct and scale to measure intergenerational brand influence

Abstract

PurposeThis study aims to propose increasing the number of dimensions around current intergenerational influence (IGI) construct and renaming it to intergenerational brand influence (IGBI). This research describes the development and validation of the items comprising the dimensions of this new construct.Design/methodology/approachThis study performed a literature review to identify potential dimensions for IGBI based on previous research about IGI. Analysis of items used to measure IGI was conducted to establish a set for each dimension. A structured, self-administered survey was used. Item reduction, measure validation and regression analysis were conducted to measure the predictive validity of the instrument. Moreover, three separate studies were conducted to develop and validate IGBI construct.FindingsIGBI quantifies the various interactions that contribute to intergenerational brand transfer. The interactions could be classified according to one of the five IGBI dimensions: communication, recommendation, observed behavior, good impression and co-shopping with parents.Practical implicationsIGBI recognizes the relevance of influence behaviors such as children observing their parents buy a brand, children participating in shopping and children attempting to develop a good impression through brand loyalty. The first two behaviors indicate the importance of brands advocating purchase behavior as a family activity. The measure of good impression suggests that consumers use brands to maintain family connections, which should be considered a pertinent brand strategy.Originality/valueThis study develops the aforementioned five IGBI dimensions that describe the interactions between parent–child consumers that result in brand transfer.