Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform

Manuel Alonso-Dos-Santos*, Orlando Llanos-Contreras, María José Ibáñez-Caamaño, Pablo Farias-Nazel

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

Understanding how family firms can use their family image to their advantage in communication strategies is an opportunity for business continuity. This study identifies the effects of family hotels' corporate brand strategy through radio advertising on customer perceptions and attitudes using family image communication literature and radio advertising research. Online experiment using radio ads from these hotels and a survey of 1002 participants from Chile and Spain were conducted. The results suggest that strategies improving the firm's ability to communicate the family image results in better consumer response in terms of expectation, perceived quality, visit intention, and willingness to pay more. We conclude that radio ads are an effective channel for communicating family firm images. Managers can take advantage of monetizing the benefits of family firm images through radio ads.

Original languageEnglish
Pages (from-to)971-984
Number of pages14
JournalJournal of Consumer Behaviour
Volume22
Issue number4
DOIs
StatePublished - 2023
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2023 The Authors. Journal of Consumer Behaviour published by John Wiley & Sons Ltd.

ASJC Scopus subject areas

  • Social Psychology
  • Applied Psychology

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