國立高雄大學圖資館 |

Language: English

Back

The power of communicating the famil...

Rosina, Margarete.

The power of communicating the family firm statusthe positive effect of family firms as a brand on consumer buying behavior and consumer happiness /

Record Type:	Electronic resources : Monograph/item
Title/Author:	The power of communicating the family firm statusby Margarete Rosina.
Reminder of title:	the positive effect of family firms as a brand on consumer buying behavior and consumer happiness /
Author:	Rosina, Margarete.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden :2018.
Description:	xviii, 188 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Brand name productsManagement.
Online resource:	http://dx.doi.org/10.1007/978-3-658-19699-8
ISBN:	9783658196998$q(electronic bk.)

The power of communicating the family firm statusthe positive effect of family firms as a brand on consumer buying behavior and consumer happiness /
Rosina, Margarete.

The power of communicating the family firm statusthe positive effect of family firms as a brand on consumer buying behavior and consumer happiness /[electronic resource] :by Margarete Rosina. - Wiesbaden :Springer Fachmedien Wiesbaden :2018. - xviii, 188 p. :ill., digital ;24 cm. - Familienunternehmen und KMU,2520-1174. - Familienunternehmen und KMU..

Margarete Rosina investigates whether it makes sense for family firms to communicate their family firm status to consumers. To do so, she conducts two experimental studies using a sample of 349 consumers. Using a branding perspective, the first study looks at whether consumers perceive family firm brands as more authentic and why and how this influences their buying behavior. The second study applies a consumer happiness perspective and investigates whether family firms signal prosocial behaviors related to "doing good", namely being a good employer and socially responsible, and whether this, in turn, leads to higher levels of consumer happiness when buying from family firms. Both studies indicate that the family firm status can be of strategic value for family firms. Contents Research on Marketing in Family Firms The Power of a Family Firm Brand: An Experiment in How Communicating the Family Status Affects Consumer Brand Choice and Willingness to Pay Family Firms and Consumer Happiness: Are Consumers of Family Firm Products Happier than Consumers of Non-Family Firm Products? Target Groups Researchers and students in the fields of management, strategy, branding, marketing and family firm research Practitioners in the areas of family firms, marketing, branding, corporate/business development and strategy The Author Dr. Margarete Rosina wrote her dissertation under the supervision of Prof. Dr. Andreas Hack at the Witten Institute for Family Business (WIFU) at Witten/Herdecke University.

ISBN: 9783658196998$q(electronic bk.)

Standard No.: 10.1007/978-3-658-19699-8doiSubjects--Topical Terms:

211030
Brand name products
--Management.

LC Class. No.: HD69.B7 / R67 2018

Dewey Class. No.: 658.827

The power of communicating the family firm statusthe positive effect of family firms as a brand on consumer buying behavior and consumer happiness /
LDR:02532nmm a2200289 a 4500 001 528087
003 DE-He213
005 20180530135354.0
006 m d
007 cr nn 008maaau
008 181024s2018 gw s 0 eng d
020 $a 9783658196998$q(electronic bk.)
020 $a 9783658196981$q(paper)
024 7 $a 10.1007/978-3-658-19699-8 $2 doi
035 $a 978-3-658-19699-8
040 $a GP $c GP
041 0 $a eng
050 4 $a HD69.B7 $b R67 2018
082 0 4 $a 658.827 $2 23
090 $a HD69.B7 $b R821 2018
100 1 $a Rosina, Margarete. $3 800200
245 1 4 $a The power of communicating the family firm status $h [electronic resource] : $b the positive effect of family firms as a brand on consumer buying behavior and consumer happiness / $c by Margarete Rosina.
260 $a Wiesbaden : $b Springer Fachmedien Wiesbaden : $b Imprint: Springer Gabler, $c 2018.
300 $a xviii, 188 p. : $b ill., digital ; $c 24 cm.
490 1 $a Familienunternehmen und KMU, $x 2520-1174
520 $a Margarete Rosina investigates whether it makes sense for family firms to communicate their family firm status to consumers. To do so, she conducts two experimental studies using a sample of 349 consumers. Using a branding perspective, the first study looks at whether consumers perceive family firm brands as more authentic and why and how this influences their buying behavior. The second study applies a consumer happiness perspective and investigates whether family firms signal prosocial behaviors related to "doing good", namely being a good employer and socially responsible, and whether this, in turn, leads to higher levels of consumer happiness when buying from family firms. Both studies indicate that the family firm status can be of strategic value for family firms. Contents Research on Marketing in Family Firms The Power of a Family Firm Brand: An Experiment in How Communicating the Family Status Affects Consumer Brand Choice and Willingness to Pay Family Firms and Consumer Happiness: Are Consumers of Family Firm Products Happier than Consumers of Non-Family Firm Products? Target Groups Researchers and students in the fields of management, strategy, branding, marketing and family firm research Practitioners in the areas of family firms, marketing, branding, corporate/business development and strategy The Author Dr. Margarete Rosina wrote her dissertation under the supervision of Prof. Dr. Andreas Hack at the Witten Institute for Family Business (WIFU) at Witten/Herdecke University.
650 0 $a Brand name products $x Management. $3 211030
650 0 $a Branding (Marketing) $3 266407
650 0 $a Family-owned business enterprises $x Management. $3 258338
650 1 4 $a Business and Management. $2 eflch $3 639169
650 2 4 $a Branding. $3 779366
650 2 4 $a Consumer Behavior. $3 772804
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer eBooks
830 0 $a Familienunternehmen und KMU. $3 683961
856 4 0 $u http://dx.doi.org/10.1007/978-3-658-19699-8
950 $a Business and Management (Springer-41169)