Margarete Rosina

The Power of Communicating the Family Firm Status (eBook, PDF)

The Positive Effect of Family Firms as a Brand on Consumer Buying Behavior and Consumer Happiness

• Format: PDF

Produktbeschreibung

Publication in the field of economic science

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Produktdetails

• Verlag: Springer Fachmedien Wiesbaden
• Seitenzahl: 188
• Erscheinungstermin: 21. September 2017
• Englisch
• ISBN-13: 9783658196998
• Artikelnr.: 52941040

Autorenporträt

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.

Inhaltsangabe

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?.