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• W2073094328 abstract "Il presente lavoro, inserendosi tra i piu recenti studi sul marketing nel family business, si pone un duplice obiettivo: da un lato, indagare la diversa intensita con cui le imprese familiari valorizzano la propria natura nella comunicazione online; dall’altro, comprendere quali caratteristiche della personalita 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 e 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." @default.
• W2073094328 created "2016-06-24" @default.
• W2073094328 creator A5000173119 @default.
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• W2073094328 date "2013-11-01" @default.
• W2073094328 modified "2023-10-16" @default.
• W2073094328 title "Il family brand nella comunicazione online. Un focus sul settore vino" @default.
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• W2073094328 doi "https://doi.org/10.3280/mc2013-004007" @default.
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