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 realm. One possible reason could be the emotional value signaled by the family nature of the firm. Brand signals carrying emotional value might contribute to a competitive...
