Academic Journal
Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform
| العنوان: | Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform |
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| المؤلفون: | Alonso-Dos-Santos, Manuel, Llanos-Contreras, Orlando, Ibáñez, María José, Farias-Nazel, Pablo |
| سنة النشر: | 2023 |
| المجموعة: | Repositorio Universidad del Desarrollo (UDD) |
| مصطلحات موضوعية: | Family business, Communication strategies, Family hotels' corporate, Radio advertising, Customer perceptions, Family image communication |
| الوصف: | Understanding how family firms can use their family image to their advantage in communication strategies is an opportunity for business continuity. This study identifies the effects of family hotels' corporate brand strategy through radio advertising on customer perceptions and attitudes using family image communication literature and radio advertising research. Online experiment using radio ads from these hotels and a survey of 1002 participants from Chile and Spain were conducted. The results suggest that strategies improving the firm's ability to communicate the family image results in better consumer response in terms of expectation, perceived quality, visit intention, and willingness to pay more. We conclude that radio ads are an effective channel for communicating family firm images. Managers can take advantage of monetizing the benefits of family firm images through radio ads. ; Versión publicada |
| نوع الوثيقة: | article in journal/newspaper |
| وصف الملف: | 14 p.; application/pdf |
| اللغة: | English |
| Relation: | Journal of Consumer Behaviour, 22(4), 971–984; https://hdl.handle.net/11447/8794; https://doi.org/10.1002/cb.2135 |
| DOI: | 10.1002/cb.2135 |
| الاتاحة: | https://hdl.handle.net/11447/8794 https://doi.org/10.1002/cb.2135 |
| Rights: | Atribución-NoComercial-CompartirIgual 3.0 Chile (CC BY-NC-SA 3.0 CL) ; http://creativecommons.org/licenses/by-nc-sa/3.0/cl/ |
| رقم الانضمام: | edsbas.7BC075C8 |
| قاعدة البيانات: | BASE |
| DOI: | 10.1002/cb.2135 |
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