How promoting a family firm image affects customer perception in the age of social media
Year of publication: |
2019
|
---|---|
Authors: | Zanon, Johanna ; Scholl-Grissemann, Ursula ; Kallmünzer, Andreas ; Kleinhansl, Nikolas ; Peters, Mike |
Published in: |
Journal of family business strategy. - Amsterdam [u.a.] : Elsevier, ZDB-ID 2575822-6. - Vol. 10.2019, 1, p. 28-37
|
Subject: | Family firm | Consumer behavior | Marketing | Communication | Social media engagement | Social identity theory | Social Web | Social web | Familienunternehmen | Family business | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
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