Reverse Intergenerational Influence As A Source Of Brand Equity And The Moderators

With the deepening of China's Open and Reform Policy, China is becoming closer and closer to the world. As China carries out communication with other countries via different kind of channels in various fields, different kind of values collide against and merge with each other. All these demonstrate that Chinese economic society is experiencing an unprecedented rapid transition phase.This study was carried out in the background of the rapid transition of current Chinese society. The author took parents and children in urban areas of China as the research objects to discuss the re-socialization of parents in a transition society and to find out the how reverse intergenerational between parents and children generate the brand equity of the elder generation. In this paper, exploratory factor analysis identified the four major forms of reverse intergenerational influence on marketing and the three dimensions of the reverse intergenerational-based brand equity. By building the structure equation model, this study proves that "offspring encourage innovative consuming" and "parents' perceived brand consuming passing" play an active role in the generation of brand awareness and brand behavior. In addition, the study also identified a series of moderate factors such as family characteristics, individual characteristics, characteristics of category and brand characteristics that adjust the effect between reverse intergenerational influence and the formation of brand equity. Finally, the author put forward some marketing management implications.