Rauschendorfer, Natalie; Prügl, Reinhard; Lude, Maximilian - In: Psychology & Marketing 39 (2021) 1, pp. 239-249
Signaling consumers that the company behind a brand is run by a family is increasingly observable in the marketing … emotional value might contribute to a competitive advantage. Since we do not fully understand the effect of signaling the family … consider a product signaling the family nature of a firm more strongly to be made with love and are willing to pay a price …