Intergenerational Capital: A Strategic Lever to Enhance Consumer-Brand Relationships

Alizée Cez (), Aurélie Kessous () and Fanny Magnoni ()
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Alizée Cez: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Aurélie Kessous: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Fanny Magnoni: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université

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Abstract: This research investigates how the transmission of culinary practices influences the consumer– brand relationship. Recognizing the significance of intergenerational transmissions for consumers and their implications for brands (Moore et al., 2002), we draw upon the theoretical frameworks of intergenerational capital (Guillemot, 2018) and consumer-brand relationship (Fournier, 1998). Our aim is to determine to what extent intergenerational transmissions enrich the consumer–brand relationship. An experimental study (N = 320) with two brand types (Kessous and Chalamon, 2014) and three intergenerational capital representations (Ladwein et al., 2009) demonstrates that the consumer–brand relationship varies. We propose an integrative model. Our findings show the benefits of a positioning strategy centered on intergenerational capital, offering recommendations for marketing practitioners on brand types and implications (cognitive, conative, affective). This approach offers brands sustainable differentiation by integrating into family dynamic and enabling the materialization of transmitted family practices (Kessous et al., 2015).

Keywords: intergenerational capital; Consumer-brand relationship; Culinary practices (search for similar items in EconPapers)
Date: 2025-05-27
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Published in Annual Conference of the European Marketing Academy (EMAC), May 2025, Pozuelo de Alarcon (Madrid), Spain

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05072725

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