Aloui, Narjess; Sdiri, Imen; Chaouali, Walid; Mousa, Mohamed - In: Journal of Business & Industrial Marketing 39 (2024) 12, pp. 2673-2683
Purpose This study aims to examine the impact of communication style focusing on the family business brand’s roots and virtues on inferences of manipulative intent and willingness to pay a price premium, applying the persuasion knowledge model. Design/methodology/approach This study collects...