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Why the family business brand matters : brand authenticity and the family firm trust inference
Lude, Maximilian; Prügl, Reinhard - In: Journal of business research : JBR 89 (2018), pp. 121-134
Persistent link: https://www.econbiz.de/10011881625
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Branding the family firm : a review, integrative framework proposal, and research agenda
Binz Astrachan, Claudia; Botero, Isabel; Astrachan, … - In: Journal of family business strategy 9 (2018) 1, pp. 3-15
Persistent link: https://www.econbiz.de/10011864857
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Communicating the family firm brand : antecedents and performance effects
Beck, Susanne; Prügl, Reinhard; Walter, Katharina - In: European management journal 38 (2020) 1, pp. 95-107
Persistent link: https://www.econbiz.de/10012211565
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Who let the dogs out? : how underdog biographies told by family firms affect consumers’ brand attitude
Lude, Maximilian Joachim; Prügl, Reinhard; … - In: The journal of product & brand management 32 (2023) 5, pp. 774-787
Persistent link: https://www.econbiz.de/10014315443