Transmission of family identity and consumer response: do consumers recognize family firms?

Date

2021

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Article

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Abstract

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.

Description

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Citation

Ibáñez, M.J., Alonso Dos Santos, M. and Llanos-Contreras, O. (2022), "Transmission of family identity and consumer response: do consumers recognize family firms?", International Journal of Entrepreneurial Behavior & Research, Vol. 28 No. 1, pp. 6-25. https://doi.org/10.1108/IJEBR-05-2021-0401

Keywords

family firm identity, visula attention, eye-tracking, consumer responses, identity trasmission, family firm reputation, family firm branding

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