FAMILY COMMUNICATION AND PARENTAL INFLUENCE ON CHILDREN'S BRAND ATTITUDES

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Group 7: H Minh c H Vit Hng Nguyn Hunh Tho Ngn Nguyn Th Hng Phng Trng Th Ngc Thu

Family communication and parental influence on children's brand attitudes

Group 1 - Team 6:
H Vit Hng Nguyn Hunh Tho Ngn Nguyn Th Hng Phng Trng Th Ngc Thu H Minh c

CONTENTS

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

1. Introduction: Journal review

The degree family communication affects the transmission of brand attitudes from parents to children. 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.

1. Introduction: Journal review

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

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

2.2 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. 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. Researchers suggest that parents are more responsive to same-sex children.

3.1 Method: Sample and data collection

Self-administered questionnaires were distributed to 421 fourth, fifth and sixth-grade children in ten elementary schools.

3.2 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

4.1 Analysis: Parental communication structures on childrens brand attitudes

H1: There is NOT a positive relationship between a childs perceived maternal influence on brand attitude and the level of socio-oriented communication held by the mother H2: A positive relationship EXIST between a childs perceived maternal influence on brand attitude and the level of concept-oriented communication held by the mother

4.1 Analysis: Parental communication structures on childrens brand attitudes

H3: A positive relationship between a childs perceived paternal influence on brand attitude and the level of socio-oriented communication was SIGNIFICANT for the father H4: A positive relationship between a childs 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 childrens brand attitudes
For the girl, her mothers influence on brand attitude is higher than her fathers. However, the boys brand attitude also is more influenced by his mother than by his father.

4.2 Analysis: Gender composition and parental influence on childrens brand attitudes
H5: Mothers with a concept-oriented communication dimension are significantly related to both boys' and girls' brand attitudes. H6: Fathers with a socio-oriented communication dimension are related to both boys and girls brand attitudes

5.1 Conclusion

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

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

5.1 Conclusion: Limitations and further research

Because only children in Taiwan were recruited, the issue of external validity, namely, 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). 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

5.1 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.