Il family brand nella comunicazione online. Un focus sul settore vino

Titolo Rivista MERCATI E COMPETITIVITÀ
Autori/Curatori Carmen Gallucci, Rosalia Santulli
Anno di pubblicazione 2013 Fascicolo 2013/4 Lingua Italiano
Numero pagine 22 P. 127-148 Dimensione file 567 KB
DOI 10.3280/MC2013-004007
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FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

Il presente lavoro, inserendosi tra i più recenti studi sul marketing nel family business, si pone un duplice obiettivo: da un lato, indagare la diversa intensità con cui le imprese familiari valorizzano la propria natura nella comunicazione online; dall’altro, comprendere quali caratteristiche della personalità family firm specific condizionano la decisione di enfatizzare lo status di impresa familiare nella definizione del corporate brand e della web communication. La ricerca empirica è condotta su 72 wine family businesses e applica la tecnica della content analysis, per indagare i contenuti testuali dei corporate web sites, e un modello di regressione lineare, per testare quali caratteristiche d’impresa possono influenzare una comunicazione online high family-based.;

Keywords:Family business, corporate brand identity, corporate brand image, content analysis, regression model.

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  • Standing the test of time. Does firm performance improve with age? An analysis of the wine industry Arturo Capasso, Carmen Gallucci, Matteo Rossi, in Business History /2015 pp.1037
    DOI: 10.1080/00076791.2014.993614
  • Does family involvement foster or hinder firm performance? The missing role of family-based branding strategies Carmen Gallucci, Rosalia Santulli, Andrea Calabrò, in Journal of Family Business Strategy /2015 pp.155
    DOI: 10.1016/j.jfbs.2015.07.003
  • Handbook of Research on the Strategic Management of Family Businesses Connie Atristain-Suárez, pp.322 (ISBN:9781799822691)

Carmen Gallucci, Rosalia Santulli, Il family brand nella comunicazione online. Un focus sul settore vino in "MERCATI E COMPETITIVITÀ" 4/2013, pp 127-148, DOI: 10.3280/MC2013-004007