品牌權益的研究以社會化過程和消費者為依據是很重要的，行銷人員因為可以更透徹地了解消費者的行為，以及以此做為更好的策略決定的基礎。雖然如此，甚少相關的研究談及父執輩如何影響到子女對特定品牌品牌權益的看法。根據過去的文獻，本研究主要是探討兩代之間品牌權益之影響的干擾效果，包含：a) 產品類別，b) 性別-產品，c) 不同親子配對，與d)同儕之間影響的效果（當作一個負面的媒介，破壞父執輩對子女之品牌權益方面的影響）。這個研究將尋求一個連結跨文化（印度－台灣）的分析，根據上述所提到的重要的因素，透過使用一般配對（nominal-dyad）的方式，以及其他嚴謹的方法來衡量兩代之間的影響。 ; The study of Brand equity with reference to consumer socialization process and consumer holds importance because marketers need a more thorough understanding of consumer behavior as a basis for making better strategic decisions. However, relatively little research has explored how intergenerational (IG) influence acts as a source of brand equity. Three factors suggested in the previous research are studied: the moderating effects of: a) product type, b) gender-product, c) different parent-child dyads on IG influence as a source of brand equity, and d) the effect of peer influence as a negative agent in disruption of IG influence on brand equity. This study seeks a combined cross-cultural (India-Taiwan) examination of the above noted factors through the usage of nominal-dyad and other rigorously validated methods in measurement of IG influence. ; 研究期間 9708 ~ 9807
