... 23 07 2017 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only China Decomposition Brand preferences Conformity motivation Intergenerational influence Spanning the past few decades, consumer researchers have studied how children...

... to test these competing hypotheses using econometric decomposition to identify the source of such cross‐country variations. Design/methodology/approach Using survey data of consumer attitudes toward marketing from China and Canada, this study adopts econometric decomposition to examine the cross...