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Rosina, Margarete

The Power of Communicating the Family Firm Status

Rosina, Margarete - The Power of Communicating the Family Firm Status, ebook

87,65€

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ISBN: 9783658196998
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Table of contents

1. Introduction
Margarete Rosina

2. Research on marketing in family firms
Margarete Rosina

3. Research methodology and experimental design
Margarete Rosina

4. Study 1: The power of a family firm brand: An experiment in how communicating the family status affects consumer brand choice and willingness to pay
Margarete Rosina

5. Study 2: Family firms and consumer happiness: Are consumers of family firm products happier than consumers of non-family firm products?
Margarete Rosina

6. Concluding discussion
Margarete Rosina

Keywords: Business and Management, Branding, Consumer Behavior

Author(s)
Publisher
Springer
Publication year
2018
Language
en
Edition
1
Series
Familienunternehmen und KMU
Category
Economy
Format
Ebook
eISBN (PDF)
9783658196998
Printed ISBN
978-3-658-19698-1

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