Family Firm Reputation and Humanization: Consumers and the Trust Advantage of Family Firms Under Different Conditions of Brand Familiarity

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 underlying cognitive mechanisms in the minds of c...

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Veröffentlicht in:	Family business review 2018-12, Vol.31 (4), p.460-482
Hauptverfasser:	Beck, Susanne, Prügl, Reinhard
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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