The Role of Product Wrongdoings on Brand Attitudes : A Comparison of Family and Non-Family Firms Public

http://ir.library.oregonstate.edu/concern/honors_college_theses/4f16c5040

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  • Although the prevalence of family businesses in our current economy is rapidly increasing, there is very little research involving consumer perceptions of these firms. This study aims to study these consumer attitudes (i.e., trust, attitudes, and purchase intentions) towards family and non-family firms. This thesis also discusses how those wrongdoings affect the consumers’ levels of trust. Previous literature reported that consumers view brands as being capable of possessing emotions and morals (e.g., spokescharacters used in firm branding, anthropomorphized brands). This study builds on those findings to discuss how consumers’ attitudes towards these brands changed following an incidence of product wrongdoing. It presents a series of hypotheses, followed by the results from an online experimental survey used to explore these relationships. Key Words: Marketing, family business, brand attitudes
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  • description.provenance : Approved for entry into archive by Steven Van Tuyl(steve.vantuyl@oregonstate.edu) on 2017-05-18T21:04:26Z (GMT) No. of bitstreams: 1MartinoAlexandraD2017.pdf: 321797 bytes, checksum: 82bc38e8acd6f8fb290b33b1508c1e9f (MD5)
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