Research On The Mechanism Of Reverse Intergenerational Influence On Brand Equity

The family is an important environment for personal growth.As the main members of the family,parents have a great influence on their children's growth,world outlook,outlook on life,values and consumption.But at the same time,with the socialization of children,the consumption concept and brand attitude of the offspring will also influence the consumption view of their fathers.On the one hand,the demographic structure of China's society is constantly changing and the aging trend is serious.The middle-aged and old-aged people have become an important purchasing power in the Chinese market.The study of the factors that influence the purchase decision of these people has great significance for Chinese market companies.On the other hand,in the period when China is in a period of rapid economic and consumption transformation,influenced by western culture,the sense of independence of children of Chinese families has gradually increased,and consumption knowledge and consumption skills have been maturing.Their consumption concept and brand cognition will influence their brand cognition and consumption behavior directly or indirectly.Many parents even rely on their children's brand decisions.This is the main content of the reverse intergenerational influence in this study.The purpose of this study is to explore the influence of reverse generational influence on brand equity,and to study the influence of product category and consumer knowledge on the main line.The results show that the reverse intergenerational influence has a significant positive effect on brand equity,which means that children's consumption idea,consumer behavior,brand awareness will directly or indirectly influence of parents on brand cognition,selection and purchase.Different product categories,reverse intergenerational influence will also be different.The results show that the reverse generational effect is most significant in the purchase of high visibility products,shopping items.In addition,consumer knowledge also influences the role of reverse generation.When parents have high consumption knowledge,less affected children to provide suggestions or ideas to make their brand choice;when parents consumer knowledge level is very low,they are actively searching for children to provide information or seek advice,when their children of the affected larger consumption decision.