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

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  • Binz Astrachan, Claudia
  • Prügl, Reinhard
  • Hair, Joseph F.
  • Babin, Barry J.

Abstract

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.

Suggested Citation

  • Binz Astrachan, Claudia & Prügl, Reinhard & Hair, Joseph F. & Babin, Barry J., 2019. "Marketing and branding in family business: Assessing the landscape and charting a path forward," Journal of Family Business Strategy, Elsevier, vol. 10(1), pages 3-7.
    • Handle: RePEc:eee:fambus:v:10:y:2019:i:1:p:3-7
    DOI: 10.1016/j.jfbs.2019.02.003
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    References listed on IDEAS

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    1. David L. Deephouse & Peter Jaskiewicz, 2013. "Do Family Firms Have Better Reputations Than Non-Family Firms? An Integration of Socioemotional Wealth and Social Identity Theories," Journal of Management Studies, Wiley Blackwell, vol. 50(3), pages 337-360, May.
    2. Gallucci, Carmen & Santulli, Rosalia & Calabrò, Andrea, 2015. "Does family involvement foster or hinder firm performance? The missing role of family-based branding strategies," Journal of Family Business Strategy, Elsevier, vol. 6(3), pages 155-165.
    3. Chandler, Jeffrey A. & Payne, G. Tyge & Moore, Curt & Brigham, Keith H., 2019. "Family involvement signals in initial public offerings," Journal of Family Business Strategy, Elsevier, vol. 10(1), pages 8-16.
    4. Barroso Martínez, Ascensión & Sanguino Galván, Ramón & Botero, Isabel C. & González-López, Óscar R. & Buenadicha Mateos, María, 2019. "Exploring family business brands: Understanding predictors and effects," Journal of Family Business Strategy, Elsevier, vol. 10(1), pages 57-68.
    5. Saim Kashmiri & Vijay Mahajan, 2014. "A Rose by Any Other Name: Are Family Firms Named After Their Founding Families Rewarded More for Their New Product Introductions?," Journal of Business Ethics, Springer, vol. 124(1), pages 81-99, September.
    6. Astrachan, Claudia Binz & Patel, Vijay K. & Wanzenried, Gabrielle, 2014. "A comparative study of CB-SEM and PLS-SEM for theory development in family firm research," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 116-128.
    7. Memili, Esra & Eddleston, Kimberly A. & Kellermanns, Franz W. & Zellweger, Thomas M. & Barnett, Tim, 2010. "The critical path to family firm success through entrepreneurial risk taking and image," Journal of Family Business Strategy, Elsevier, vol. 1(4), pages 200-209, December.
    8. Zanon, Johanna & Scholl-Grissemann, Ursula & Kallmuenzer, Andreas & Kleinhansl, Nikolas & Peters, Mike, 2019. "How promoting a family firm image affects customer perception in the age of social media," Journal of Family Business Strategy, Elsevier, vol. 10(1), pages 28-37.
    9. Binz, Claudia & Hair, Joseph F. & Pieper, Torsten M. & Baldauf, Artur, 2013. "Exploring the effect of distinct family firm reputation on consumers’ preferences," Journal of Family Business Strategy, Elsevier, vol. 4(1), pages 3-11.
    10. Astrachan, Claudia Binz & Botero, Isabel & Astrachan, Joseph H. & Prügl, Reinhard, 2018. "Branding the family firm: A review, integrative framework proposal, and research agenda," Journal of Family Business Strategy, Elsevier, vol. 9(1), pages 3-15.
    11. Martina Sageder & Christine Mitter & Birgit Feldbauer‐Durstmüller, 2018. "Image and reputation of family firms: a systematic literature review of the state of research," Review of Managerial Science, Springer, vol. 12(1), pages 335-377, January.
    12. Van Gils, Anita & Huybrechts, Jolien & Minola, Tommaso & Cassia, Lucio, 2019. "Unraveling the impact of family antecedents on family firm image: A serial multiple-mediation model," Journal of Family Business Strategy, Elsevier, vol. 10(1), pages 17-27.
    13. Botero, Isabel C. & Thomas, Jill & Graves, Christopher & Fediuk, Tomasz A., 2013. "Understanding multiple family firm identities: An exploration of the communicated identity in official websites," Journal of Family Business Strategy, Elsevier, vol. 4(1), pages 12-21.
    14. Arijs, Diane & Botero, Isabel C. & Michiels, Anneleen & Molly, Vincent, 2018. "Family business employer brand: Understanding applicants’ perceptions and their job pursuit intentions with samples from the US and Belgium," Journal of Family Business Strategy, Elsevier, vol. 9(3), pages 180-191.
    15. Zellweger, Thomas M. & Kellermanns, Franz W. & Eddleston, Kimberly A. & Memili, Esra, 2012. "Building a family firm image: How family firms capitalize on their family ties," Journal of Family Business Strategy, Elsevier, vol. 3(4), pages 239-250.
    16. Wielsma, Albertha J. & Brunninge, Olof, 2019. "“Who am I? Who are we?” Understanding the impact of family business identity on the development of individual and family identity in business families," Journal of Family Business Strategy, Elsevier, vol. 10(1), pages 38-48.
    17. Botero, Isabel C., 2014. "Effects of communicating family ownership and organisational size on an applicant's attraction to a firm: An empirical examination in the USA and China," Journal of Family Business Strategy, Elsevier, vol. 5(2), pages 184-196.
    18. De Massis, Alfredo & Kotlar, Josip, 2014. "The case study method in family business research: Guidelines for qualitative scholarship," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 15-29.
    19. Santiago, Andrea & Pandey, Shweta & Manalac, Ma. Theresa, 2019. "Family presence, family firm reputation and perceived financial performance: Empirical evidence from the Philippines," Journal of Family Business Strategy, Elsevier, vol. 10(1), pages 49-56.
    20. Lude, Maximilian & Prügl, Reinhard, 2018. "Why the family business brand matters: Brand authenticity and the family firm trust inference," Journal of Business Research, Elsevier, vol. 89(C), pages 121-134.
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    Cited by:

    1. Bingbing Ge & Alfredo De Massis & Josip Kotlar, 2022. "Mining the Past: History Scripting Strategies and Competitive Advantage in a Family Business," Entrepreneurship Theory and Practice, , vol. 46(1), pages 223-251, January.
    2. Bargoni, Augusto & Kliestik, Tomas & Jabeen, Fauzia & Santoro, Gabriele, 2023. "Family firms’ characteristics and consumer behaviour: An enquiry into millennials’ purchase intention in the online channel," Journal of Business Research, Elsevier, vol. 156(C).
    3. Jaufenthaler, Philipp, 2023. "A safe haven in times of crisis: The appeal of family companies as employers amid the COVID-19 pandemic," Journal of Family Business Strategy, Elsevier, vol. 14(1).
    4. Bargoni, Augusto & Alon, Ilan & Ferraris, Alberto, 2023. "A systematic review of family business and consumer behaviour," Journal of Business Research, Elsevier, vol. 158(C).
    5. Battisti, Enrico & Nirino, Niccolò & Leonidou, Erasmia & Salvi, Antonio, 2023. "Corporate social responsibility in family firms: Can corporate communication affect CSR performance?," Journal of Business Research, Elsevier, vol. 162(C).
    6. Temprano-García, Víctor & Pérez-Fernández, Hector & Rodríguez-Pinto, Javier & Rodríguez-Escudero, Ana Isabel & Barros-Contreras, Ismael, 2023. "How to build a brand-oriented family firm: The impact of socioemotional wealth (SEW) dimensions," Journal of Business Research, Elsevier, vol. 163(C).
    7. Rondi, Emanuela & Benedetti, Carlotta & Bettinelli, Cristina & De Massis, Alfredo, 2023. "Falling from grace: Family-based brands amidst scandals," Journal of Business Research, Elsevier, vol. 157(C).
    8. Hair, Joseph F. & Astrachan, Claudia Binz & Moisescu, Ovidiu I. & Radomir, Lăcrămioara & Sarstedt, Marko & Vaithilingam, Santha & Ringle, Christian M., 2021. "Executing and interpreting applications of PLS-SEM: Updates for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 12(3).
    9. Beliaeva, Tatiana & Ferasso, Marcos & Kraus, Sascha & Mahto, Raj V., 2022. "Marketing and family firms: Theoretical roots, research trajectories, and themes," Journal of Business Research, Elsevier, vol. 144(C), pages 66-79.

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