Family firm reputation and humanization : consumers and the trust advantage of family firms under different conditions of brand familiarity
Year of publication: |
December 2018
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Authors: | Beck, Susanne ; Prügl, Reinhard |
Published in: |
Family business review : journal of the Family Firm Institute. - Thousand Oaks, Calif. [u.a.] : Sage, ISSN 0894-4865, ZDB-ID 1129435-8. - Vol. 31.2018, 4, p. 460-482
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Subject: | family firm reputation | corporate brands | real brands | brand familiarity | humanization | Familienunternehmen | Family business | Markenführung | Brand management | Firmenimage | Corporate reputation | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Reputation | Markenarchitektur | Brand architecture |
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