The Power of Communicating the Family Firm Status

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