Marketing and branding in family business: Assessing the landscape and charting a path forward

Autor:	Barry J. Babin, Joseph F. Hair, Reinhard Prügl, Claudia Binz Astrachan
Rok vydání:	2019
Předmět:	Economics and Econometrics Family business Nepotism Strategy and Management Perception media_common.quotation_subject Phenomenon Loyalty Business Marketing media_common
Zdroj:	Journal of Family Business Strategy. 10:3-7
ISSN:	1877-8585
Popis:	Prior research on family business branding has identified a range of benefits related to promoting a firm’s family status, such as increased customer trust and loyalty. Much less attention has been paid to the possible downsides of such a strategy, for example the negative associations the family firm status can create among stakeholders, like perceptions of nepotism or lack of professionalism. The purpose of this editorial is to introduce the reader to the articles featured in this special issue, which is dedicated to furthering our understanding of the facets of family business branding. Only by gaining a more nuanced understanding of the phenomenon will we be able to provide meaningful guidance to the family business community.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c77dddff06482cbbd653baf351cfd858 https://doi.org/10.1016/j.jfbs.2019.02.003 Zobrazit plný text záznamu Full Text from ScienceDirect