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Transference or severance: An exploratory study on brand relationship quality of China’s time-honored brands based on intergenerational influence

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Using an indigenous model of Chinese brand relationship quality (CBRQ), the author analyzes the transfer phenomenon of the time-honored brand equity between parents and children from the perspective of combining intergenerational influence and brand equity. Results show that the time-honored brand equity from parents basically has no way to pass on to their children besides trust. Moreover, the positive relationships between parents and the time-honored brands are even destroyed to some extent. Implications related to the revitalization of the time-honored brands are also discussed.

10.1007/s11782-008-0030-7
/content/journals/10.1007/s11782-008-0030-7
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/content/journals/10.1007/s11782-008-0030-7
2008-01-01
2016-12-11

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