Authors:
- Overlap of marketing and family business
Part of the book series: Familienunternehmen und KMU (KMU)
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Table of contents (5 chapters)
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Front Matter
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Back Matter
About this book
Sandra Wolf develops a better understanding of the importance of clearly communicating family influence. She examines the efficacy of brand elements that signal family influence and that help external stakeholders to identify a family firm. An experiment with 543 students in Germany and Switzerland is carried out to empirically test the derived hypothesis. The results highlight two important findings. Firstly, the importance of a family firm tagline as well as the family name as brand elements are able to signal "family firm" and this helps potential employees to immediately categorize the potential employer. Secondly, a positive relationship between the identification of a family firm and applicant attraction was confirmed as to that the relationship is serially mediated by perceived brand authenticity and perceived benevolence.
Authors and Affiliations
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Witten/Herdecke, Germany
Sandra Wolf
About the author
Dr. Sandra Wolf 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: Signaling Family Firm Identity
Book Subtitle: Familiy Firm Identification and its Effects on Job Seekers’ Perceptions about a Potential Employer
Authors: Sandra Wolf
Series Title: Familienunternehmen und KMU
DOI: https://doi.org/10.1007/978-3-658-20672-7
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden GmbH 2018
Softcover ISBN: 978-3-658-20671-0Published: 17 January 2018
eBook ISBN: 978-3-658-20672-7Published: 15 December 2017
Series ISSN: 2520-1174
Series E-ISSN: 2520-1182
Edition Number: 1
Number of Pages: XVIII, 163
Number of Illustrations: 17 b/w illustrations
Topics: Branding, Human Resource Management