rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    non sort: The
    title: Power of Communicating the Family Firm Status
    sub title: The Positive Effect of Family Firms as a Brand on Consumer Buying Behavior and Consumer Happiness
  name:
    name part: Rosina, Margarete.
    role:
      role term: creator
    role:
      role term: author.
    role:
      role term: aut
    role:
      role term: http://id.loc.gov/vocabulary/relators/aut
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  origin info:
    place:
      place term: gw
    date issued: 2018
    edition: 1st ed. 2018.
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: electronic
    form: electronic resource
    reformatting quality: access
    form: remote
    extent: XVIII, 188 p. 6 illus. online resource.
  abstract: 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 brands as more authentic and why and how this influences their buying behavior. The second study applies a consumer happiness perspective and investigates whether family firms signal prosocial behaviors related to "doing good", namely being a good employer and socially responsible, and whether this, in turn, leads to higher levels of consumer happiness when buying from family firms. Both studies indicate that the family firm status can be of strategic value for family firms. Contents Research on Marketing in Family Firms The Power of a Family Firm Brand: An Experiment in How Communicating the Family Status Affects Consumer Brand Choice and Willingness to Pay Family Firms and Consumer Happiness: Are Consumers of Family Firm Products Happier than Consumers of Non-Family Firm Products? Target Groups Researchers and students in the fields of management, strategy, branding, marketing and family firm research Practitioners in the areas of family firms, marketing, branding, corporate/business development and strategy The Author Dr. Margarete Rosina wrote her dissertation under the supervision of Prof. Dr. Andreas Hack at the Witten Institute for Family Business (WIFU) at Witten/Herdecke University.
  note: by Margarete Rosina.
  subject:
    topic: Branding (Marketing)
  subject:
    topic: Motivation research (Marketing)
  subject:
    topic: Branding
  subject:
    topic: Consumer Behavior
  classification: HF5415.1255
  classification: 658.827
  related item:
    title info:
      title: Springer eBooks
  related item:
    title info:
      title: Familienunternehmen und KMU
  identifier: 9783658196998
  identifier: https://doi.org/10.1007/978-3-658-19699-8
  record info:
    record creation date: 170922
    record change date: 20190910021155.0
    record identifier: 978-3-658-19699-8