The Research On The Effect Of Reverse Intergenerational Influence To Brand Loyalty

Since children becoming more independent, having more and more consumer knowledge or skills, their consumer attitudes and behavior have affected their parents. Many parents accept and rely on their children’s brand decisions. This is the main content of this paper to study the reverse intergenerational effects. We find that, in the previous literature, foreign scholars devoted many efforts to study the role of intergenerational effects, only a small number of scholars noted the importance of reverse intergenerational effects. There is little reverse intergenerational research in China, either.This paper mainly shows reverse intergenerational influence on brand loyalty in different product categories (low involvement and high involvement), and explores the moderate relationship of trust and consumer knowledge on the main line.In this paper, we use three dimensions (consumer recommend, consumer communication and consumer innovation) as the content of reverse intergenerational influence. In the mobile phone experiment, we prove that reverse intergenerational influence plays an active role in brand loyalty. The moderate factors (trust and consumer knowledge) adjust the effect significantly. In the toothpaste experiment, we have no definite evidence in consumer communication. Finally, we put forward several marketing suggestions to emerging companies.