| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 98 === The “Family” has been always recognized as an important factor in consumer behavior. Consumers’ personal consumption habits influence their children by means of intergenerational transmission, including principles such as perception, attitude and evaluation about brand, and consumption habit and preference about diet. Hill and Lederer proposed a brand portfolio molecule in 2001, in which they emphasized that it can reflect the perception and appearance of a brand in the consumers’ eyes generally by using this image concept of three dimensions which added external corporate consumer aspects.
This study proposed Hill and Lederer’s new definition of a brand portfolio, and chose Taiwan McDonald’s as a research object to draw two intergenerational consumers’ Taiwan McDonald’s brand portfolio molecule models, and to understand the brand concepts both about this brand’s buying decision and the perception which can influence intergenerational consumers. We found that the perceptions about the degree of health, the economic level, and happy atmosphere between parent generational consumers and children generational consumers were consistent, and the perceptions which were passed down from parents to children were almost exactly the same.
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