ABSTRACT
Communicating the familiness of the firm allows family businesses to leverage a strategic resource: the idiosyncratic characteristics of the family firms. Drawing on the ontological perspective of the nature of family firm, this study investigates the effect of family firms' characteristics on consumers' willingness to pay (WTP) for family firms' products in an online environment. The study presents a novel context of analysis investigating the mediating effect of frequency of purchase and peer-to-peer online reviews in the digital channel. Results offer support for a direct effect of the family firms' characteristics on consumers' WTP and validate the total effect of mediation of frequency of purchase and peer-to-peer online reviews. The findings provide intriguing implications for practitioners. Defining the antecedents of consumers' WTP for family firms in the online channel shall be helpful for managers to create more efficient communication and marketing campaigns, with the effect of deploying more customer-centric revenue management techniques.
ABSTRACT
The purpose of this paper is to investigate the relationship between mood and air travel choices, considering the role of travel significance and the influence that COVID-19 may have on younger generations' choices. Using a mixed-methods sequential exploratory design, a sample of 1,111 Italian respondents, belonging to younger generations is investigated. The data are analysed using a quantile regression with group effects considering attitudes towards COVID-19. The study demonstrates that there is a positive and significant relationship between mood and the number of journeys by air to destinations outside Europe, highlighting the positive moderating effect of the air travel experience and the negative moderating effect of COVID-19. This may have important implications for air transport managers interested in luring younger people to fly in the post-COVID19 era.