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The purpose of this paper is to examine the possibility that individual differences in consumer choice of cognac are at least partially influenced by parental cultural capital. Also examined are ten value orientations factors (e.g. hedonism and self-direction) and attitudes toward France, cognac’s country-of-origin that may affect the degree of this intergenerational influence.Design/methodology/approachThe survey research measures parents’ cultural capital, value orientations and attitude toward France and purchase intention using recognized scales. Data were collected from the faculty and students of a major university located in the southeast of the USA. The sample size was 234.FindingsThe results confirm that parental cultural capital, consumer value orientations and attitudes toward France have significant impacts on the consumer’s willingness to purchase cognac. Adult children of high cultural capital parents are more likely to buy cognac.Practical implicationsThe findings of this paper provide meaningful insights into intergenerational influences on consumer purchase intention of cognac and socialization theory. The paper provides several managerial implications for segmentation, targeting and positioning of cognac in the US market.Originality/valueAs the first of its kind, this paper introduces the parents’ cultural capital into the consumer research regarding cognac. The longer-term effects that parents can have on grown children’s consumer behavior are confirmed, suggesting that parental influence persists well into adulthood and has impact on their brand preference.
International Journal of Wine Business Research – Emerald Publishing
Published: Aug 19, 2019
Keywords: France; Brand management; Purchase intention; Marketing research; Value orientations; Cognac; Parental cultural capital
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