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Family influence on young adult's brand evaluation. An empirical analysis focused on parent-children influence in three consumer packaged goods

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Abstract:

Throughout the years, there has been debate in the consumer research literature on how families influence their children's attitudes to brands. This paper analyses parent-young adult children influence on the creation of brand associations, perceived quality and willingness to pay a price premium. In order to fulfil these goals, an empirical analysis using a sample of 349 young adults has been conducted. Relationships have been analysed by means of structural equations models in three consumer packaged goods, and results obtained allow us to conclude that the information provided by parents may foster the creation of brand associations, it may favour young adults' positive perception of the brand's quality, and finally, it may lead young adults to be willing to pay a price premium for the brand.

Keywords: brand; brand evaluation; family influence; intergenerational influences; young adult consumers

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/09593960802113752

Affiliations: University of Zaragoza, Spain

Publication date: July 1, 2008

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