Article
Transmission of family identity and consumer response: do consumers recognize family firms?
Fecha
2021Registro en:
Autor
Ibáñez, María José
Dos Santos, Manuel Alonso
Llanos Contreras, Orlando
Institución
Resumen
Communicating the identity of a family business generates positive results in consumer response. The paper aims to understanding how the efficient transmission of family identity can influence consumer behavior is essential for designing family firms' marketing communication strategies.
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