Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1019165 | Journal of Business Research | 2006 | 8 Pages |
Abstract
This study examines the degree family communication affects the transmission of brand attitudes from parents to children. The results indicate that mothers with concept-oriented and fathers with socio-oriented communication are more likely to influence their children's brand attitudes. The article considers the effects of gender. Comparing with those of fathers', mothers' brand attitudes relate more to both male and female children's brand attitudes.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Yi-Ching Hsieh, Hung-Chang Chiu, Chia-Chi Lin,