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客户对家族企业的看法及其对客户行为的影响

伊莎贝尔·博特罗(Isabel Botero)博士 里奇菲尔德·摩尔(SR)
小型企业战略杂志。 四月13,2021

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当前是一个探索性项目,探讨“家族企业”(FOB)所引起的关联和印象,以及这些印象如何影响从家族企业购买的意图。 进行了四项研究以评估对家族企业的看法。 根据信号理论和理性行动理论,可以预见,企业的家庭性质将成为消费者用来确定观念,对家族企业的态度以及从家族企业购买的意图的信号。 结果表明,总体而言,参与者对组织价值有积极的看法,对家族企业提供的产品和服务有中立的看法。 正如合理行动理论所建议的那样,这些看法影响了对离岸价的态度和意图。 讨论了对理论和实践的影响。

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