You are on page 1of 19

FAMILY COMMUNICATION AND PARENTAL INFLUENCE ON CHILDREN'S BRAND ATTITUDES

www.group7.com

Group 7: Hồ Minh Đức Hà Việt Hương Nguyễn Huỳnh Thảo Ngân Nguyễn Thị Hồng Phượng Trương Thị Ngọc Thuỳ

Team 6: Hà Việt Hương Nguyễn Huỳnh Thảo Ngân Nguyễn Thị Hồng Phượng Trương Thị Ngọc Thuỳ Hồ Minh Đức .Family communication and parental influence on children's brand attitudes Group 1 .

Analysis 5. Introduction 2. Conclusion .CONTENTS 1. Theoretical Background 3. Method 4.

.1.  Mother with concept-oriented and fathers with socio-oriented communication are more likely to influence their children's brand attitudes.  The article considers the effects of gender. Introduction: Journal review  The degree family communication affects the transmission of brand attitudes from parents to children.

but have responsibility as consumers in their own rights. Introduction: Journal review  Children not only play an important role in family decision making.  Brand and product preferences transfer from one generation to the next.  The paper attempts to address to two major research questions .1.

1. Introduction: Journal review  Question 1: Whether the degree of parental influence on children's brand attitude is related to the paternal and maternal communication structure?  Question 2: The relations on the dyadic level. .

2.1 Theoretical background: Parental influence on children's brand attitudes  Communication with family members plays an important role in shaping consumer learning  The family is instrumental in teaching young people basic rational aspects of consumption  It appears that certain product loyalties or brand preferences are transferred from one generation to another. maybe for even three or four generations within the same family .

.2.  Researchers suggest that parents are more responsive to same-sex children.  Parents with socio-oriented communications are expected to exert more influence on their children's brand attitudes while the other provide their children more consumption independence.2 Theoretical background: Family Communication Process  Family members may affect the consumer behavior of other family members through communications  There are two unrelated dimensions of communication structure: social orientation and concept orientation.

3. . fifth and sixth-grade children in ten elementary schools.1 Method: Sample and data collection  Self-administered questionnaires were distributed to 421 fourth.

2 Method: Measures  Concept-oriented communication was measured by ten items include: • My mother (father) asks me for advice about buying things • My mother (father) lets me decide which things I should or should not buy • My mother (father) and I talk about buying things • My mother (father) asks my reference when she buy something for me • My mother (father) talks me about where different product can be bought .3.

2 Method: Measures  Socio-oriented communication was measured by ten items include: • My mother (father) tells me what things I should buy • My mother (father) wants to know what I did with my money • My mother (father) complains when she does not like something that I bought for myself • My mother (father) tells me that I am not allowed to buy certain things • My mother (father) tells me not to buy certain things .3.

4.1 Analysis: Parental communication structures on children’s brand attitudes  H1: There is NOT a positive relationship between a child’s perceived maternal influence on brand attitude and the level of socio-oriented communication held by the mother  H2: A positive relationship EXIST between a child’s perceived maternal influence on brand attitude and the level of concept-oriented communication held by the mother .

4.1 Analysis: Parental communication structures on children’s brand attitudes  H3: A positive relationship between a child’s perceived paternal influence on brand attitude and the level of socio-oriented communication was SIGNIFICANT for the father  H4: A positive relationship between a child’s perceived paternal influence on brand attitude and the level of concept-oriented communication was NOT SIGNIFICANT for the father .

4.2 Analysis: Gender composition and parental influence on children’s brand attitudes  For the girl.  However. her mother’s influence on brand attitude is higher than her father’s. the boy’s brand attitude also is more influenced by his mother than by his father. .

 H6: Fathers with a socio-oriented communication dimension are related to both boys and girls brand attitudes .2 Analysis: Gender composition and parental influence on children’s brand attitudes  H5: Mothers with a concept-oriented communication dimension are significantly related to both boys' and girls' brand attitudes.4.

.  Mothers with a concept-oriented communication structure and fathers with a socio-oriented communication structure influence their children’s brand attitudes.5.1 Conclusion  Parents play an important role in children’s consumer socialization by teaching their children all aspects of consumption.

5.1 Conclusion: Managerial implication  These findings are especially helpful to marketers who want to build long-tern brand loyalty for products or brands  Marketers need to consider the differences in the family communication structure between mother and father  Marketers might segment and target particular family communication and position .

 Although the sample of school was not chosen randomly. questionnaires are distributed in the schools located in a variety of socioeconomic areas in Taiwan to minimize the influence of socioeconomic status of family on children customer behaviors . namely.1 Conclusion: Limitations and further research  Because only children in Taiwan were recruited. the issue of external validity.5. the ability to generalize the result outside of Taiwan remains to be demonstrated  The result was not expected to generalized to all other settings (sport shoes industry only).

.1 Conclusion: Limitations and further research  The longitudinal influence of parental brand attitudes merits additional research  The degree of parental influences may vary in different stages of consumer socialization.5.