Perez, Maria Eugenia; Padgett, Dan; Burgers, Willem - In: Journal of Product & Brand Management 20 (2011) 1, pp. 5-13
Purpose – The purpose of this paper is to assess the role that elapsed time and culture may play in affecting intergenerational influence (IGI) on brand preference. The results of an empirical study conducted in Mexico reveal that coincidence in family life‐cycle stage emerges as an...