The Power of Communicating the Family Firm Status The Positive Effect of Family Firms as a Brand on Consumer Buying Behavior and Consumer Happiness /

• Κύριος συγγραφέας: Rosina, Margarete (Συγγραφέας, http://id.loc.gov/vocabulary/relators/aut)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2018.
• Έκδοση: 1st ed. 2018.
• Σειρά: Familienunternehmen und KMU,
• Θέματα: Branding (Marketing).; Motivation research (Marketing).; Branding.; Consumer Behavior.

Margarete Rosina investigates whether it makes sense for family firms to communicate their family firm status to consumers. To do so, she conducts two experimental studies using a sample of 349 consumers. Using a branding perspective, the first study looks at whether consumers perceive family firm b...