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

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  • Carmen Gallucci
  • Rosalia Santulli

Abstract

Il presente lavoro, inserendosi tra i pi? recenti studi sul marketing nel family business, si pone un duplice obiettivo: da un lato, indagare la diversa intensit? con cui le imprese familiari valorizzano la propria natura nella comunicazione online; dall?altro, comprendere quali caratteristiche della personalit? 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 ? 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.

Suggested Citation

  • Carmen Gallucci & Rosalia Santulli, 2013. "Il family brand nella comunicazione online. Un focus sul settore vino," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(4), pages 127-148.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2013-004007
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    1. Gallucci, Carmen & Santulli, Rosalia & Calabrò, Andrea, 2015. "Does family involvement foster or hinder firm performance? The missing role of family-based branding strategies," Journal of Family Business Strategy, Elsevier, vol. 6(3), pages 155-165.

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