The Power of Communicating the Family Firm Status : The Positive Effect of Family Firms as a Brand on Consumer Buying Behavior and Consumer Happiness
Year of publication: |
2018
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Authors: | Rosina, Margarete |
Publisher: |
Wiesbaden : Springer Gabler |
Subject: | Familienunternehmen | Family business | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Familienbetrieb | Marketingmanagement |
Description of contents: | Description [swbplus.bsz-bw.de] |
Extent: | Online-Ressource (XVIII, 188 p. 6 illus, online resource) |
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Series: | |
Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Hochschulschrift |
Language: | English |
ISBN: | 978-3-658-19699-8 ; 978-3-658-19698-1 |
Other identifiers: | 10.1007/978-3-658-19699-8 [DOI] |
Classification: | Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
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