The Role of Intergenerational Communication (Child-Parent) On Brand Equity in Clothing Purchase at Different Levels of Situational Involvement

Intergenerational differences mean that there are significant differences between the two generations of parents and children in different aspects of life. Therefore, the purpose of this study is to investigate the role of intergenerational communication (child-parent) on brand equity in clothing purchase at different levels of situational involvement. The present study, in terms of research time, is cross-sectional; In terms of research results, applied; In terms of the research process, a combination; In terms of the purpose of the research, it is descriptive-survey (and of the case study type) and in terms of the logic of the research, it is inductive. . For this purpose, a questionnaire based on the research work of Cai and Associates (2015), Hang and Cai (2015) and Zaichkowsky (1985) was carried out to collect information among the members of the family (quadratic connection) : mother- daughter, mother-son, father- daughter, father- son, in Tehran's metropolitan in 22 regions was staging clustering sampling and 384 questionnaires were analyzed. The results of structural equation modeling were analyzed using Smart PLS software. The results show that parenting relationships with children in clothing marketing affect the perceived value of a brand, Hence, understanding mental involvement of and intergenerational communication between parents and children at purchasing has a special importance for those who design, produce and sell consumer products, and using it, they can propose new advertising strategies and tactics.