Overview
- Publication in the field of economic science
- Includes supplementary material: sn.pub/extras
Part of the book series: Familienunternehmen und KMU (KMU)
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Table of contents (6 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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.
Authors and Affiliations
About 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.
Bibliographic Information
Book Title: The Power of Communicating the Family Firm Status
Book Subtitle: The Positive Effect of Family Firms as a Brand on Consumer Buying Behavior and Consumer Happiness
Authors: Margarete Rosina
Series Title: Familienunternehmen und KMU
DOI: https://doi.org/10.1007/978-3-658-19699-8
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2018
Softcover ISBN: 978-3-658-19698-1Published: 05 October 2017
eBook ISBN: 978-3-658-19699-8Published: 21 September 2017
Series ISSN: 2520-1174
Series E-ISSN: 2520-1182
Edition Number: 1
Number of Pages: XVIII, 188
Number of Illustrations: 6 b/w illustrations
Topics: Branding, Consumer Behavior