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Do people use brands because their family does? Intergenerational Brand Loyalty

The other day I went to my living room to retrieve my laptop, and to my horror, I found the aftermath of some insect war. Carpenter ants lay dead on top of my laptop. A few struggling for their last gasps of breath. A lone soldier crawled around the battlefield. The horror of the scene only grew as I noticed on the floor around the end table was an even more macabre scene, too grotesque to describe.

Enter my husband. I won’t describe the comedy of marital negotiations that followed as we tried to figure out what we should do next. We settled on calling the exterminator. But which one to use? I remember that my parents, who used to live in Hawaii where the insects were most hardy, had good luck with the Xterminators (I made up that name, but they did use a real company). The Xterminators rid my parents home of the infestation of hell-spawn minions some may misprize by calling insects. So I thought, let’s call in the Xterminators.

This begs the questions. How loyal are people to brands across generations? To answer that, I’ve decided to do a little digging. After using “intergenerational brand loyalty” only to find the different between generations on brand loyalty, I found the magical keyword combo: intergenerational brand transfer.

In one study[1], it was found that amongst mother-daughter pairs transmitted more brand loyalty than father-son, but this is just one study. Does this happen a lot? It happened with me, but has this been found amongst a lot of studies.

Why would I ask if it happens in a lot of studies? The simplest answer is that people are complicated. Sometimes results happen in one study because the people they happen to be studying were different than the general population. For example, you probably would get different answers on whether or not the most current incarnation of the Doctor on the sci-fi series Dr. Who was the best or not, depending on who you were talking to. Sci-fi fans may have different opinions than those who don’t watch sci-fi. Even amongst sci-fi fans there may be differences in groups. Star Trek fans may have differing opinions than die-hard Dr. Who fans. Star Trek fans may have more variation in their answers, where their opinions were all over the place. Die-hard Dr. Who fans may be more polarized.

If you don’t like sci-fi, then insert your favorite television shows.

The answer is yes, at least in one situation. I’m going to keep digging. I’ll give an update as I find more information.

©2020 Michelle Raab, PhD. All rights reserved. Copyright notice: You may copy up to 50 words without permission, provided that you give attribution, link back to the original post, and do not change the meaning or message.

[1] Hussain, Khalid and Siddiqui, Kamran, Women Dyads Have Higher IGI on Brand Preferences (March 4, 2016). Sci.Int.(Lahore),28 (1),509-512,2016. Available at SSRN:

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