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中文摘要：
消费者的品牌态度受到代际影响,而产品特征是影响代际间＂品牌忠诚＂的重要因素之一。本文采用实验与问卷相结合的方法,研究母女两代消费者对功能性产品和享乐性产品的外显和内隐品牌态度是否存在代际影响现象。研究结果表明：外显态度和内隐态度的代际影响在两类产品上存在不同表现,其中,在功能性产品的外显态度上,代际影响显著,在享乐性产品的外显态度上,代际影响微弱显著；而在两类产品的内隐态度上,代际影响都不显著。本文最后对研究结果的实践意义展开了讨论。
英文摘要：
Brand attitude of consumers could be influenced by intergenerational influence, and also the product＇s feature is an important factor which will affect the intergenerational brand loyalty. This study, by IAT （Implicit Association Test） and Explicit Attitude Scale, investigated whether there is IGI （Intergenerational Influence） between mothers and daughters towards functional and hedonic products, in both explicit and implicit attitudes. The results indicated thai, explicit attitude towards functional products displays significant intergenerational influence, while only slightly significant influence is found in explicit attitude towards hedonic products. In temas of implicit attitude, no remarkable intergenerational influence was fuund towards functional or hedonic products
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