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

• Main Author: Rosina, Margarete (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2018.
• Edition: 1st ed. 2018.
• Series: Familienunternehmen und KMU,
• Subjects: 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...