EAN: 9783658196981

FAMILIENUNTERNEHMEN UND KMU THE POWER OF COMM...

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.

Aktuelle Preise zur EAN 9783658196981

Produktinformationen zur 9783658196981