The marketing to generation has recently become a popular discussion. The segmentation in different generations is a key success factor of marketing. As a result, this study mainly investigates the relationship among values, brand image, purchase intention, and moderating effect of different generations. Baby boomers, generation X and generation Y are included in Taiwan’s generation. 542 questionnaires were issued and 373 valid ones were received. The study uses the structural equation model to empirically explore the relationships among values, brand image, and purchase intention. The results show that brand image serves as full mediator between values and purchase intention. Other findings specify the substantial moderating effect of generation in values, brand image, and purchase intention.