Intergenerational Brand Transfer on Cosmetics Products

Abstract

The study examined intergenerational brand transfer from mother to daughter for cosmetics products using evolutionary psychology as the framework.  Studies were conducted involving interview data with 30 participants in Sibu, Sarawak that is an East Malaysian state on Borneo Kalimantan Island for in-depth interviews.  The interview was carried on 15 dyads of mothers and daughters.  Purposive sampling was conducted, and participants were sought from college, church, and other social contacts.  The results showed that the finding is in line with the evolutionary psychology framework in that their influence of the brand preferences and purchasing factors is relatively high where the daughters had adopted their mothers’ behavior and thinking in product selection.  Besides the mother, the extended family also influenced the daughter’s choice of cosmetics brands because families are close-knit and communalistic in Sibu, where the study was conducted.  The findings offer information on the brand transfer in mother to daughter.