Mother-Daughter Intergenerational Influence on Clothing Products: Cultural Perspectives

Abstract

Research in consumer socialization behavior has overlooked mother-daughter intergenerational influence within the context of Arab culture. Based on 57 mothers/daughters dyads responses, this study aims to identify the similarity/dissimilarity attitudes between Jordanian mothers and their young daughters (age: 18-24) towards marketplace activities and marketing practices concerning clothing product. It also tends to measure the relative influences of mothers’ beliefs in marketplace activities and marketing practices on their daughters. The principal component factor analysis and confirmatory factor analysis were used to validate the research model. Paired sample t-test and multiple regression analysis using Structural Equation Modeling were employed to examine the research hypotheses. Results revealed that the best predictors of the general attitudes of daughters towards marketplace activities and marketing practices were respectively accounted for mothers’ attitude towards purchasing clothing items on sale, clothing stores preferences, and TV advertising values. Some of the managerial implications, limitations, and suggestions for future research were also discussed.