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

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...

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Bibliographic Details

Main Author:	Rosina, Margarete (Author)
Format:	Electronic eBook
Language:	English
Published:	Wiesbaden : Springer Fachmedien Wiesbaden : Gabler, 2018.
Edition:	1st ed. 2018.
Series:	Familienunternehmen und KMU,
Subjects:	Branding (Marketing). Motivation research (Marketing).
ISBN:	9783658196998
ISSN:	2520-1174
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