Influences of two modes of intergenerational communication on brand equity

Intergenerational (IG) communication within a family is an important source of brand equity. This study investigates how IG communication influences brand equity through multiple mechanisms. A careful examination of the nature and process of IG communication reveals two distinctive modes of IG influences — IG conversation and IG recommendation. Evidence from a large scale empirical study using structural equation modeling shows that these two modes of IG communication differentially impact brand equity through contrasting mechanisms. Managerial implications and directions for future research are discussed.