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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: Lingua: Italiano 
Numero pagine:  22 P. 127-148 Dimensione file:  567 KB
DOI:  10.3280/MC2013-004007
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più:  clicca qui   qui 


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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Carmen Gallucci, Rosalia Santulli, in "MERCATI E COMPETITIVITÀ" 4/2013, pp. 127-148, DOI:10.3280/MC2013-004007

   

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