Is this a family business? Effectiveness of implementing family businesses branding strategies on a radio platform

Understanding how family firms can use their image to advantage in communication strategies is an opportunity for business continuity. This study identifies the effects of hotels' corporate brand strategy through radio advertising on customer perceptions and attitudes using literature research. Online experiment ads from these hotels a survey 1002 participants Chile Spain were conducted. The results suggest that improving firm's ability communicate better consumer response terms expectation, perceived quality, visit intention, willingness pay more. We conclude are effective channel communicating firm images. Managers take monetizing benefits images ads.