Family Firm Reputation and Humanization: Consumers and the Trust Advantage of Family Firms Under Different Conditions of Brand Familiarity
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DOI: 10.1177/0894486518792692
Abstract: Pioneering conceptual and empirical work ascribe a trust advantage to family firms compared with their nonfamily analogies. But it remains unknown if this trust advantage persists with varying degrees of consumers’ brand familiarity. Furthermore, the… read more here.
Keywords: brand familiarity; advantage family; family; family firms ... See more keywords