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Mother-Daughter Brand Relationships and Loyalty

fFantastik c. 1983 (front)

Uploaded on August 5, 2007 by Grant Wiggins | Flickr

This is testimony is true: I inherited my brand preferences from my mother.

I didn’t realize just how strong my preferences were until I found my mom’s purchased household products in a storage box in the basement. (While I had meant to store them in my kitchen, mistakenly, they went downstairs with the “good” dishes.) Here they are.

  • Clorox – stain remover and fresh-scent bleach
  • Lysol
  • Guardsman polish
  • Original Formula Silver polish
  • Fantastik
  • Pathmark window cleaner (value!)
  • Nivea moisturizer

What was so fascinating was that the brands in the box were the same brands I sought out on store shelves. Polishes that I applied as a child while helping with pre-Thanksgiving fall cleaning. Bleaches: Safely sequestered in the basement, I could look at these but not touch. She was thoroughly modern in her brand selection and embraced Fantastik and and spray disinfectants as they arrived on the store-shelf scene. Of course, there was always some hand cream to apply when all the chores were done.

What does this mean about brand-building and intergenerational brand loyalty?

More than I can imagine. These represent the same brands I would seek out on store shelves. Even brands that are no longer in production serve as benchmarks for any new products that come along,  “Yes, this new product comes with a great coupon — and website — but would it pass muster with my mom,” I muse frequently.

Funny, just to see if there was any professional validity behind my attitudes, I did a search and found

Intergenerational influences in the formation of consumer attitudes and beliefs about the marketplace: mothers and daughters (Moore-Shay, E., Lutz, R. 1988)

What’s your experience on brand loyalty — how and where you learned it? Do you have links to share?


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