Téléchargez le livre : The Power of Communicating the Family Firm Status

The Power of Communicating the Family Firm Status

The Positive Effect of Family Firms as a Brand on Consumer Buying Behavior and Consumer Happiness

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Éditeur :

Springer Gabler


Collection :

Familienunternehmen und KMU

Paru le : 2017-09-21



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Description

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.
Pages
188 pages
Collection
Familienunternehmen und KMU
Parution
2017-09-21
Marque
Springer Gabler
EAN papier
9783658196981
EAN PDF
9783658196998
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
18
Taille du fichier
3584 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
52,74 €

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