The purpose of this paper is to examine the possibility that individual differences in consumer choice of cognac are at least partially influenced by parental cultural capital. Also examined are ten value orientations factors (e.g. hedonism and self-direction) and attitudes toward France, cognac’s country-of-origin that may affect the degree of this intergenerational influence.
The survey research measures parents’ cultural capital, value orientations and attitude toward France and purchase intention using recognized scales. Data were collected from the faculty and students of a major university located in the southeast of the USA. The sample size was 234.
The results confirm that parental cultural capital, consumer value orientations and attitudes toward France have significant impacts on the consumer’s willingness to purchase cognac. Adult children of high cultural capital parents are more likely to buy cognac.
The findings of this paper provide meaningful insights into intergenerational influences on consumer purchase intention of cognac and socialization theory. The paper provides several managerial implications for segmentation, targeting and positioning of cognac in the US market.
As the first of its kind, this paper introduces the parents’ cultural capital into the consumer research regarding cognac. The longer-term effects that parents can have on grown children’s consumer behavior are confirmed, suggesting that parental influence persists well into adulthood and has impact on their brand preference.
Erratum: It has come to the attention of the publisher that the article, Yujie Wei, Blaise Bergiel, Lingfang Song, “Effects of parental cultural capital on purchase intention of cognac” published in International Journal of Wine Business Research, included the incorrect affiliation for Lingfang Song. This error was introduced in the editorial process and has now been corrected in the online version. The publisher sincerely apologises for this error and for any inconvenience caused.
Wei, Y., Bergiel, B. and Song, L. (2019), "Effects of parental cultural capital on purchase intention of cognac", International Journal of Wine Business Research, Vol. 31 No. 3, pp. 344-361. https://doi.org/10.1108/IJWBR-05-2018-0017
Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited