A cross-national study of intergenerational influence: US and PRC

2018-01-01
Mandrik, Carter
Bao, Yeqing
Wang, Sijun
Purpose - The purpose of this study is to examine the intergenerational influence across dyads of mothers and daughters from the USA and the People's Republic of China (PRC), with a particular interest in discovering the cross-national differences in terms of the level of mother-daughter brand preference agreement, the directional influence from daughter to mother and leading factors for the observed differences.
JOURNAL OF CONSUMER MARKETING

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Citation Formats
C. Mandrik, Y. Bao, and S. Wang, “A cross-national study of intergenerational influence: US and PRC,” JOURNAL OF CONSUMER MARKETING, pp. 91–104, 2018, Accessed: 00, 2020. [Online]. Available: https://hdl.handle.net/11511/66539.