Toward a Larger Framework of the Generation Concept in Marketing

Abstract

The aim of this paper is to clarify the concept of generation in marketing that gave rise to fruitful research, albeit very heterogeneous. Our approach consists in a presentation of these various explorations against the integrative framework offered by sociology in order to assess their ability to take into account the different dimensions that characterize the generation concept. This analysis contributes to the identification of new research areas that could add significantly to the literature on the generation concept.

Keywords

Generation age cohort family influences intergenerational transmissions

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