| 书目名称 | Signaling Family Firm Identity |
| 副标题 | Familiy Firm Identif |
| 编辑 | Sandra Wolf |
| 视频video | |
| 概述 | Overlap of marketing and family business |
| 丛书名称 | Familienunternehmen und KMU |
| 图书封面 |  |
| 描述 | .Sandra Wolf develops a better understanding of the importance of clearly communicating family influence. She examines the efficacy of brand elements that signal family influence and that help external stakeholders to identify a family firm. An experiment with 543 students in Germany and Switzerland is carried out to empirically test the derived hypothesis. The results highlight two important findings. Firstly, the importance of a family firm tagline as well as the family name as brand elements are able to signal "family firm" and this helps potential employees to immediately categorize the potential employer. Secondly, a positive relationship between the identification of a family firm and applicant attraction was confirmed as to that the relationship is serially mediated by perceived brand authenticity and perceived benevolence.. |
| 出版日期 | Book 2018 |
| 关键词 | Corporate Identity; Identification; Brand Elements; Signaling Theory; External Communication; Trust Resea |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-20672-7 |
| isbn_softcover | 978-3-658-20671-0 |
| isbn_ebook | 978-3-658-20672-7Series ISSN 2520-1174 Series E-ISSN 2520-1182 |
| issn_series | 2520-1174 |
| copyright | Springer Fachmedien Wiesbaden GmbH 2018 |
发表于 2025-3-21 18:12:48
