Skip to content


  • Research Article
  • Open Access

Transference or severance: An exploratory study on brand relationship quality of China’s time-honored brands based on intergenerational influence

Frontiers of Business Research in ChinaSelected Publications from Chinese Universities20082:30

  • Published:


Using an indigenous model of Chinese brand relationship quality (CBRQ), the author analyzes the transfer phenomenon of the time-honored brand equity between parents and children from the perspective of combining intergenerational influence and brand equity. Results show that the time-honored brand equity from parents basically has no way to pass on to their children besides trust. Moreover, the positive relationships between parents and the time-honored brands are even destroyed to some extent. Implications related to the revitalization of the time-honored brands are also discussed.


  • China’s time-honored brand
  • brand relationship quality
  • intergenerational influence
  • brand equity