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To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship

Open Access
Augusto Bargoni, Jacopo Ballerini, Demetris Vrontis, Alberto Ferraris
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2023) 32 (5): 713–736.
https://doi.org/10.1108/JPBM-11-2021-3722
Published: 13 December 2022
... answers to the need of scholars to understand consumer behaviour towards family and non-family firms’ brand authenticity constructs and for practitioners to find the correct levers to increase consumer engagement. Design/methodology/approach Top 10 European family firms with a retrievable Facebook (FB...
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