摘要
This paper examines the influence of familial reference groups on individuals＇ product and brand decisions for products across two kinds of culture. The study is addressed through an examination of intergenerational influences across the two different cultures. The results of the study lend support to the original approach and also provide an insight look into how reference group influence may vary depending on different culture context. The paper also provides very useful advice for marketers when they apply western marketing concepts in China market.
