Family communication and parental influence on children's brand attitudes

Yi Ching Hsieh; Hung Chang Chiu; Chia Chi Lin

doi:10.1016/j.jbusres.2006.09.016

Family communication and parental influence on children's brand attitudes

Yi Ching Hsieh, Hung Chang Chiu, Chia Chi Lin

Department of Information Management

Research output: Contribution to journal › Article › peer-review

32 Scopus citations

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.

Original language	English
Pages (from-to)	1079-1086
Number of pages	8
Journal	Journal of Business Research
Volume	59
Issue number	10-11
DOIs	https://doi.org/10.1016/j.jbusres.2006.09.016
State	Published - Oct 2006

Keywords

Brand attitude
Child consumers
Family communication
Gender

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10.1016/j.jbusres.2006.09.016

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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.",

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AU - Chiu, Hung Chang

AU - Lin, Chia Chi

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AB - 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.

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KW - Child consumers

KW - Family communication

KW - Gender

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Family communication and parental influence on children's brand attitudes

Abstract

Keywords

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