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Familienunternehmen und KMU

The Power of Communicating the Family Firm Status

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

Authors: Rosina, Margarete

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  • Publication in the field of economic science

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  • ISBN 978-3-658-19699-8
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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.

About the authors

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.

Table of contents (6 chapters)

Table of contents (6 chapters)
  • Introduction

    Pages 1-10

    Rosina, Margarete

  • Research on marketing in family firms

    Pages 11-56

    Rosina, Margarete

  • Research methodology and experimental design

    Pages 57-74

    Rosina, Margarete

  • Study 1: The power of a family firm brand: An experiment in how communicating the family status affects consumer brand choice and willingness to pay

    Pages 75-109

    Rosina, Margarete

  • Study 2: Family firms and consumer happiness: Are consumers of family firm products happier than consumers of non-family firm products?

    Pages 111-150

    Rosina, Margarete

Buy this book

eBook $79.99
price for USA in USD
  • ISBN 978-3-658-19699-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $99.99
price for USA in USD
  • ISBN 978-3-658-19698-1
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

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
Series Title
Familienunternehmen und KMU
Copyright
2018
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden GmbH
eBook ISBN
978-3-658-19699-8
DOI
10.1007/978-3-658-19699-8
Softcover ISBN
978-3-658-19698-1
Series ISSN
2520-1174
Edition Number
1
Number of Pages
XVIII, 188
Number of Illustrations
6 b/w illustrations
Topics

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