IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Family Business Firms' Branding: Managing Strategic Attributes That Influence Millennial Consumer Behavior

Family Business Firms' Branding: Managing Strategic Attributes That Influence Millennial Consumer Behavior
View Sample PDF
Author(s): Connie Atristain-Suárez (Universidad Panamericana, Mexico)
Copyright: 2020
Pages: 22
Source title: Handbook of Research on the Strategic Management of Family Businesses
Source Author(s)/Editor(s): Jesús Manuel Palma-Ruiz (Universidad Autónoma de Chihuahua, Mexico), Ismael Barros-Contreras (Universidad Austral de Chile, Chile) and Luca Gnan (University of Rome "Tor Vergata", Italy)
DOI: 10.4018/978-1-7998-2269-1.ch015

Purchase

View Family Business Firms' Branding: Managing Strategic Attributes That Influence Millennial Consumer Behavior on the publisher's website for pricing and purchasing information.

Abstract

Company decision making tends to center on Millennials, particularly because they represent a significantly large market with many behavioral characteristics and patterns that elude organizational leaders. Family business scholars have not yet delved into this contemporary phenomenon, which is relevant due to shared similarities between millennials and family businesses' values/beliefs. That said, are family business firm (FBF) branding efforts influencing Millennial consumers' behavior? If so, what FBF branding attributes drive Millennial purchase decision-making? This chapter provides insights on FBF branding, with a global presence, and the attributes driving millennials to patronize these firms, and includes quantitative and qualitative analysis and discussion on a conceptual model.

Related Content

Ahmet Guven, Yetkin Yildirim. © 2022. 12 pages.
Cátia Gonçalves, Orlando Lima Rua. © 2022. 31 pages.
William Williams, Helena H. Knight, Richard Rutter, Megan Mathias. © 2022. 26 pages.
Mehwish Raza. © 2022. 17 pages.
Farkhanda Manzoor, Ghazala Jabeen. © 2022. 14 pages.
José G. Vargas-Hernández. © 2022. 17 pages.
José G. Vargas-Hernández, Jorge Armando López-Lemus. © 2022. 20 pages.
Body Bottom