TY  - GEN 
AU  - Alonso Dos Santos, Manuel
AU  - Llanos Contreras, Orlando
AU  - Ibáñez Caamaño, María José
AU  - Farias Nazel, Pablo
PY  - 2023
UR  - https://hdl.handle.net/10481/79109
AB  - Understanding how family firms can use their family image to their advantage in communication strategies is an opportunity for business continuity. This study identifies the effects of family hotels' corporate brand strategy through radio advertising...
LA  - eng
PB  - Wiley
TI  - Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform
DO  - 10.1002/cb.2135
ER  -