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Familiness in Building the Brand Image of Family Businesses through Social Media

Author

Listed:
  • Ignatowski Grzegorz

    (1 University of Social Sciences, Lodz, Poland)

  • Stopczyński Bartłomiej

    (2 University of Social Sciences, Lodz, Poland)

  • Sułkowski Łukasz

    (3 Department of Management and Social Communication, Institute of Public Affairs Jagiellonian University, Poland)

Abstract

The subject of this article is the marketing aspect of familiness related to building the image of a family business brand. The aim of the article is to analyze the impact of familiness in the activities connected with building the brand image of small and medium-sized family businesses.

Suggested Citation

  • Ignatowski Grzegorz & Stopczyński Bartłomiej & Sułkowski Łukasz, 2023. "Familiness in Building the Brand Image of Family Businesses through Social Media," Journal of Intercultural Management, Sciendo, vol. 15(4), pages 105-146, December.
    • Handle: RePEc:vrs:joinma:v:15:y:2023:i:4:p:105-146:n:5
    DOI: 10.2478/joim-2023-0020
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    More about this item

    Keywords

    family business; social media; familiness; brand image;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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