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代际现象在家庭中有着显著性影响,反向代际影响作用于年轻一代影响年长一代行为这一方面。国内外的研究者从反向代际影响、品牌关系质量以及反向代际影响对品牌关系质量作用这些方面来分析作用机制。文章指出家庭内部是影响品牌关系质量和消费者行为很重要的方面,良好的家庭环境不仅有助于成员之间的沟通,还有利于品牌关系质量发挥作用。
Intergenerational phenomena have a significant impact on the family and the effects of reverse intergenerational influence on the younger generation affect the older generation. Researchers at home and abroad analyze the mechanism of action from aspects of reverse intergenerational influence, the quality of brand relations, and the effect of reverse intergenerational influence on brand relationship quality. The article points out that the interior of a home is an important aspect that affects the quality of brand relationship and consumer behavior. A good family environment not only helps communication between members, but also helps the quality of brand relationship to play a role.