Intergenerational influences on the dimensions of young customer‐based brand equity

Purpose The purpose of this paper is to analyse the different nature and effects of family influences on the dimensions of young customer‐based brand equity. Design/methodology/approach Information was gathered from in‐depth interviews. The sample was composed of 30 young adults. Findings Results show different facets of how the family may affect brand awareness, associations, perceived quality and brand loyalty. Some of them have already been considered in the previous literature, and some new elements have also emerged. Information is sorted according to its impact on each dimension of customer‐based brand equity. Research limitations Differences regarding age, marital status and other social variables in the respondents are not considered in the analysis. Practical implications The nature, process and effects of intergenerational influences on each dimension of brand equity lead us to propose different marketing actions. These actions may ease the transfer of customer‐based brand equity from parents to children. Originality/value This paper takes a holistic perspective in the study of intergenerational influences. No previous works have analysed the nature and effects on each dimension of customer‐based brand equity.