Dr. Llanos-Contreras, Orlando

2022, Dr. Llanos-Contreras, Orlando, Alonso Dos Santos, Manuel, Calabuig-Moreno, Ferran, Felicio, Jose

Purpose: This paper investigates the influence of firms' communication in terms of family firm identity and country-of-origin on consumer response. Design/methodology/approach: A self-supplied online experiment in Chile and Spain is employed using as dependent variables brand trust and intention to buy. The experiment includes the following factors: family firm identity (family vs non-family), country of origin (national vs foreign) and as a manipulation check (type of product: hedonic vs utilitarian). Findings: The results indicate that communicating the family firm identity increases brand trust and purchase intention. Consumers show higher scores on trust and purchase intention when exposed to national country of origin products. The effect of the variability on the dependent variables is greater when the family firm identity is communicated. Trust and purchase intention are different in Chilean and Spanish consumers when the family firm identity is combined with a national country of origin cue. Originality/value: This article contributes to family business theory by exploring how to capitalize on the family firm identity component in brand communication. It also contributes to the theory of corporate brand identity by proposing a communication model oriented toward consumer behavior. It also examines firms' communication (family firm identity and country-of-origin) on consumer.

2021, Dr. Llanos-Contreras, Orlando, González-Serrano, María, Calabuig-Moreno, Ferran

Although the number of women entrepreneurs has increased in recent years, it is still lower than that of men. In addition, although the sports sector has been characterized by its growth in recent years and contributes to the GDP of the countries by generating employment, the role that this has within female entrepreneurship has never been analysed. Therefore, the objective of this study is to know the combinations of conditions (female employment in sports, government support, financing for entrepreneurs, perception of entrepreneurial opportunities and capacities, glass ceiling index and masculine values in society) that generate high levels of female entrepreneurship in the countries of the European Union, as these values are closer to the male TEA (Total Early-Stage Entrepreneurial Activity). A total of 13 European countries were analysed using the fsQCA methodology. The results show that, for high levels of female TEA, the main combination is high levels of government support*high levels of glass ceiling index*low levels of masculinity*low levels of opportunities perception and high levels of female employment in sport, explaining 45% of the cases. The results present a series of implications for improving female entrepreneurship in the European Union countries.