Intergenerational appeal in advertising: impacts of brand–gender extension and brand history

An intergenerational (IG) appeal in an advertising campaign usually presents a nostalgic image with family portraits, emphasizing the traditions that have been passed on from generation to generation or harkening back to the ‘good old days’ between father and son, or mother and daughter. The IG appeal can effectively enhance a brand's image and induce that all-important consumer purchase. This paper takes gender differences (father/son or mother/daughter) into consideration while examining two moderators related to branding: (in)congruent brand–gender extension and brand history. Results indicate that a well-established brand history enhances the effects of the IG appeal. In addition, a congruent brand–gender extension increases the effects of the IG appeal. More interestingly, IG appeals can be effective in presenting a less established brand which has an incongruent brand–gender extension.