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  4. Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform
 
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Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform
Dr. Llanos-Contreras, Orlando 
Facultad de Ciencias Económicas y Administrativas 
Alonso Dos Santos, Manuel
Facultad de Ciencias Económicas y Administrativas 
Ibáñez-Caamaño, María José
Farias-Nazel, Pablo
10.1002/cb.2135
Journal of Consumer Behaviour
2023
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.
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Economía y negocios
Historial de mejoras
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