Family firms’ identity communication and consumers’ product involvement impact on consumer response
Author
dc.contributor.author
Alonso-Dos-Santos, Manuel
Author
dc.contributor.author
Llanos-Contreras, Orlando
Author
dc.contributor.author
Farías, Pablo
Admission date
dc.date.accessioned
2019-10-30T15:23:56Z
Available date
dc.date.available
2019-10-30T15:23:56Z
Publication date
dc.date.issued
2019
Cita de ítem
dc.identifier.citation
Psychology and Marketing, Volumen 36, Issue 8, 2019, Pages 791-798
Identifier
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15206793
Identifier
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07426046
Identifier
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10.1002/mar.21212
Identifier
dc.identifier.uri
https://repositorio.uchile.cl/handle/2250/172361
Abstract
dc.description.abstract
The purpose of this study is to determine whether the image transfer theory and the elaboration likelihood model can provide a theoretical framework capable of assessing the influence of consumers’ product involvement and family firms’ identity communication through websites on consumer responses. This research conducted an experiment using an eye-tracking technique measuring attention to family and nonfamily corporate websites. The procedure involved 120 participants. Consistent with the image transfer theory, family firms’ identity through websites positively impacts attitude toward the website and intention to buy. Additionally, the attitude toward the website affects the relationship between family firms’ identity through websites and the intention to buy. In line with the elaboration likelihood model, consumers’ product involvement negatively impacts the relationship between family firms’ identity through websites and intention to buy.