Publication:
Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform

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J of Consumer Behaviour - 2023 - Alonso‐Dos‐Santos - Is this a family business Effectiveness of implementing family.pdf (1.03 MB)

Date

2023

Type:

Article

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Artículos Economía y Negocios

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107

Vistas totales

6
Gestores bibliográficos

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Journal Title

Journal ISSN

Volume Title

Publisher

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https://doi.org/10.1002/cb.2135

URI

https://hdl.handle.net/11447/8794

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14 p.

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Acceso abierto

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Abstract

Understanding how family firms can use their family image to their advantage in communication strategies is an opportunity for business continuity. This study identifies the effects of family hotels' ...

Description

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Citation

Journal of Consumer Behaviour, 22(4), 971–984

Keywords

Family business , Communication strategies , Family hotels' corporate , Radio advertising , Customer perceptions , Family image communication

item.page.dc.rights

Atribución-NoComercial-CompartirIgual 3.0 Chile (CC BY-NC-SA 3.0 CL)

item.page.dc.rights.url

http://creativecommons.org/licenses/by-nc-sa/3.0/cl/
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