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Should a family firm communicate their family identity and country of origin? A cross-cultural study from Chile and Spain

Santos, Manuel Alonso dos; Llanos Contreras, Orlando; … - In: International Journal of Emerging Markets 17 (2020) 3, pp. 725-746

Purpose: This paper investigates the influence of firms' communication in terms of family firm identity and country-of-origin on consumer response. Design/methodology/approach: A self-supplied online experiment in Chile and Spain is employed using as dependent variables brand trust and...

Persistent link: https://www.econbiz.de/10012411921

Transmission of family identity and consumer response : do consumers recognize family firms?

Ibáñez, María José; Santos, Manuel Alonso dos; … - In: International Journal of Entrepreneurial Behavior & Research 28 (2021) 1, pp. 6-25

Purpose: Communicating the identity of a family business generates positive results in consumer response. The paper aims to understanding how the efficient transmission of family identity can influence consumer behavior is essential for designing family firms' marketing communication...

Persistent link: https://www.econbiz.de/10012638567

The effectiveness of advertising alcohol products in sports sponsorship

Santos, Manuel Alonso dos; Pérez Campos, Carlos; … - In: Psychology & Marketing 37 (2020) 4, pp. 556-563

Persistent link: https://www.econbiz.de/10012189622

The effect of articulated sports sponsorship on recall and visual attention to the brand

Santos, Manuel Alonso dos; Sánchez-Franco, Manuel J.; … - In: International Journal of Sports Marketing and Sponsorship 22 (2020) 3, pp. 493-506

Purpose: The objective is to examine the influence of articulation on the effectiveness of sports sponsorship. Design/methodology/approach: This research uses an experimental design with the following factors: articulation (articulated vs unarticulated), congruence (congruent and incongruent)...

Persistent link: https://www.econbiz.de/10012276873

The effect of quality and leverage on the image transfer model : the moderating role of involvement

Santos, Manuel Alonso dos; Calabuig Moreno, Ferran; … - In: International Journal of Sports Marketing and Sponsorship 22 (2020) 2, pp. 353-368

Purpose: The aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement. Design/methodology/approach: A self-report online survey was carried out after the 2018 FIFA World Cup in...

Persistent link: https://www.econbiz.de/10012276878

Family firms’ identity communication and consumers’ product involvement impact on consumer response

Santos, Manuel Alonso dos; Llanos‐Contreras, Orlando; … - In: Psychology & Marketing 36 (2019) 8, pp. 791-798

Persistent link: https://www.econbiz.de/10012083992

Assessing the effectiveness of sponsorship messaging

Santos, Manuel Alonso dos; Calabuig Moreno, Ferran - In: International Journal of Sports Marketing and Sponsorship 19 (2018) 1, pp. 25-40

Purpose: The purpose of this paper is to represent a pilot study which aims to explore the attention to sponsorship variable by assessing the level of congruence linked to both the sponsor and the sponsored entity (sponsee). Design/methodology/approach: This research performed an experiment...

Persistent link: https://www.econbiz.de/10012072073

Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising

Santos, Manuel Alonso dos; Calabuig Moreno, Ferran; … - In: International Journal of Sports Marketing and Sponsorship 20 (2019) 4, pp. 617-633

Purpose: The purpose of this paper is to examine the influence of congruence (perceived and effective) and the level of visual attention towards sponsors on recall and purchase intention in sports sponsorship by applying neurophysiological measures. Design/methodology/approach: This study is...

Persistent link: https://www.econbiz.de/10012072082

Sponsorship image transfer theory in virtual brand communities

Santos, Manuel Alonso dos; Rejón Guardia, Francisco; … - In: Industrial Management & Data Systems 118 (2018) 6, pp. 1287-1302

Purpose: The purpose of this paper is to assess the influences and efficiency of a sports sponsorship in an online brand community. Design/methodology/approach: The study was conducted through interviews with 609 social network users of a Spanish first league soccer team. The partial least...

Persistent link: https://www.econbiz.de/10012072338

Should a family firm communicate their family identity and country of origin? : a cross-cultural study from Chile and Spain

Santos, Manuel Alonso dos; Llanos Contreras, Orlando; … - In: International journal of emerging markets 17 (2022) 3, pp. 725-746

Persistent link: https://www.econbiz.de/10012886423