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

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dc.contributor.authorAlonso-Dos-Santos, Manuel
dc.contributor.authorLlanos-Contreras, Orlando
dc.contributor.authorIbáñez, María José
dc.contributor.authorFarias-Nazel, Pablo
dc.date.accessioned2024-05-16T16:22:59Z
dc.date.available2024-05-16T16:22:59Z
dc.date.issued2023
dc.description.abstractUnderstanding 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' corporate brand strategy through radio advertising on customer perceptions and attitudes using family image communication literature and radio advertising research. Online experiment using radio ads from these hotels and a survey of 1002 participants from Chile and Spain were conducted. The results suggest that strategies improving the firm's ability to communicate the family image results in better consumer response in terms of expectation, perceived quality, visit intention, and willingness to pay more. We conclude that radio ads are an effective channel for communicating family firm images. Managers can take advantage of monetizing the benefits of family firm images through radio ads.
dc.description.versionVersión publicada
dc.format.extent14 p.
dc.identifier.citationJournal of Consumer Behaviour, 22(4), 971–984
dc.identifier.doihttps://doi.org/10.1002/cb.2135
dc.identifier.urihttps://hdl.handle.net/11447/8794
dc.language.isoen
dc.rightsAtribución-NoComercial-CompartirIgual 3.0 Chile (CC BY-NC-SA 3.0 CL)
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/3.0/cl/
dc.subjectFamily business
dc.subjectCommunication strategies
dc.subjectFamily hotels' corporate
dc.subjectRadio advertising
dc.subjectCustomer perceptions
dc.subjectFamily image communication
dc.titleIs this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform
dc.typeArticle
dcterms.accessRightsAcceso abierto
dspace.entity.typePublication
relation.isAuthorOfPublication71f0304d-bd6f-4666-a11d-42a1a20187a2
relation.isAuthorOfPublication.latestForDiscovery71f0304d-bd6f-4666-a11d-42a1a20187a2

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