Browsing by Author "Dos Santos, Manuel Alonso"
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Item Transmission of family identity and consumer response: do consumers recognize family firms?(2021) Ibáñez, María José; Dos Santos, Manuel Alonso; Llanos Contreras, OrlandoCommunicating 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.