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Does Disclosure of Family Business Identity Affect Consumer Product Evaluations?
- Authors
- Shen, Daniel; Tikoo, Surinder; Moon, Jun yean
- Issue Date
- Nov-2009
- Publisher
- Society for Marketing Advances
- Keywords
- Family-owned business enterprises; Brand evaluation; Product quality; Small business; Consumer preferences
- Citation
- Society for Marketing Advances Proceedings, pp.385 - 388
- Indexed
- OTHER
- Journal Title
- Society for Marketing Advances Proceedings
- Start Page
- 385
- End Page
- 388
- Abstract
- The article discusses the result of the study which examined whether family business identity information and company size affect consumer product evaluations. The researchers in the study used undergraduate students taking business courses to assess the quality of products. The findings show that family business identity claims is significant for small companies offering traditional household products but not for big companies offering industrial household products.
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