EFFECT OF INTER-GENERATIONAL COMMUNICATION TO BRAND EQUITY IN ISLAMIC BANKING
Journal Title: Academic Research International - Year 2016, Vol 7, Issue 5
Abstract
Intergenerational ( IG ) influence in the family usually occurs through the process of communication is known as IG communication . IG communication can be a IG conversation and IG recommendation . IG conversation refers to general discussions and chats between parent(father or mother) and younger about product, purchase, and marketplace information. In contrast, IG recommendation is less rich in its informational content but more of an endorsement to buy a product or brand without explanation of why (Bravo et al., 2007 dalam Cai et al., 2014). IG communication can affect brand equity ( Cai et al . , 2014 ). This study examined the effect of IG communication on brand equity on the Islamic Banking with respondents 150 pairs ( younger and one of parent ). This study uses SEM analysis techniques using AMOS program. The results showed that IG communication which more effective to establish brand equity in Islamic banking is IG communication in the form of IG recommendation. It is caused by this form of communication is more tend to be at the behest of the father or the mother to choose Islamic banking without long reason and tend to be pushy. Therefore, the younger can build the brand equity of Islamic banking has 2 possible reasons, because he had great faith in the father or mother of the Islamic banking or because he feared punishment or not doing ordered by the father or mother. In contrast to IG recommendation, IG conversation is more tend to the discussion and sharing opinions between the father or mother with the younger. So that, the younger processing the information by himself to take decisions in the banking case.
Authors and Affiliations
Yanis Khosni Azizah, Sri Herianingrum
Keywords
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