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Keywords: Age
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Journal Articles
Not all communication styles are created equal: the differing effects of communicating the family business brand’s roots and virtues
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Journal of Business & Industrial Marketing (2024) 39 (12): 2673–2683.
Published: 23 September 2024
.... Furthermore, age does not moderate the effect of communication style focusing on the family restaurant brand’s roots and inferences of manipulative intent but positively moderates the effect of communication style focusing on the family restaurant brand’s virtues on inferences of manipulative intent...
