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  • Personalized service and brand equity in family business: A dyadic investigation 

    Velasco Vizcaino, Franklin; Lanchimba, Cintya; Llanos Contreras, Orlando; Dos Santos, Manuel Alonso (2021)
    Family business owners are crucial in building personal relationships with customers and in supporting marketing strategies that aim to develop brand equity for the firm. Through the lenses of job demands-resources theory, ...