Family communication and parental influence on children's brand attitudes

Yi Ching Hsieh, Hung Chang Chiu, Chia Chi Lin

Research output: Contribution to journalArticlepeer-review

30 Scopus citations


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.

Original languageEnglish
Pages (from-to)1079-1086
Number of pages8
JournalJournal of Business Research
Issue number10-11
StatePublished - Oct 2006


  • Brand attitude
  • Child consumers
  • Family communication
  • Gender


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