The family brand in the web communication. A focus on wine industry

Author/s Carmen Gallucci, Rosalia Santulli
Publishing Year 2013 Issue 2013/4
Language Italian Pages 22 P. 127-148 File size 567 KB
DOI 10.3280/MC2013-004007
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The present paper, by inserting among the most recent studies on marketing in the family business, has a twofold objective: on the one hand, to investigate the different intensity with which family businesses emphasize their family nature in online communication, on the other hand, to understand what family firm specific features of the firm personality influence the decision to emphasize the status of family business in the definition of the corporate brand and web communication. Empirical research is con- ducted on 72 wine family businesses and applies the technique of content analysis to investigate the textual contents of corporate web sites and a linear regression model to test what firm’s features can affect a high family-based online communication.

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

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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