Signaling Family Firm Identity
Familiy Firm Identification and its Effects on Job Seekers’ Perceptions about a Potential Employer
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Produkt beskrivelse
Sandra Wolf develops a better understanding of the importance of clearly communicating family influence. She examines the efficacy of brand elements that signal family influence and that help external stakeholders to identify a family firm. An experiment with 543 students in Germany and Switzerland is carried out to empirically test the derived hypothesis. The results highlight two important findings. Firstly, the importance of a family firm tagline as well as the family name as brand elements are able to signal "family firm" and this helps potential employees to immediately categorize the potential employer. Secondly, a positive relationship between the identification of a family firm and applicant attraction was confirmed as to that the relationship is serially mediated by perceived brand authenticity and perceived benevolence.
Detaljer
- ISBN13 9783658206727
- Udgivet 2017
- Forlag Springer Gabler
- Format Elektronisk medie
- Sprog Engelsk