Family influence on young adult's brand evaluation. An empirical analysis focused on parent–children influence in three consumer packaged goods

Abstract

Throughout the years, there has been debate in the consumer research literature on how families influence their children's attitudes to brands. This paper analyses parent–young adult children influence on the creation of brand associations, perceived quality and willingness to pay a price premium. In order to fulfil these goals, an empirical analysis using a sample of 349 young adults has been conducted. Relationships have been analysed by means of structural equations models in three consumer packaged goods, and results obtained allow us to conclude that the information provided by parents may foster the creation of brand associations, it may favour young adults' positive perception of the brand's quality, and finally, it may lead young adults to be willing to pay a price premium for the brand.

Keywords:

• young adult consumers
• brand
• brand evaluation
• family influence
• intergenerational influences

Acknowledgements

The authors would like to acknowledge the financial assistance provided through the CICYT project (SEJ2005‐02315), through the GENERES (ref. S‐09) and PM0262/2006 projects from the Government of Aragon, and through project Ref. 267‐108 from the University of Zaragoza and Ibercaja.