IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-319-77676-7_33.html
   My bibliography  Save this book chapter

Exploring the Role of Family Firm Identity and Market Focus on the Heterogeneity of Family Business Branding Strategies

In: The Palgrave Handbook of Heterogeneity among Family Firms

Author

Listed:
  • Isabel C. Botero

    (Stetson University)

  • Dinah Spitzley

    (Zeppelin University)

  • Maximilian Lude

    (Zeppelin University)

  • Reinhard Prügl

    (FIF@Zeppelin University)

Abstract

Family firms vary in their decision of whether or not to communicate the involvement of the family in the firm as part of their branding attempts. Currently, we do not have a clear understanding of why these differences in branding practices occur. In an attempt to address this gap, the current chapter develops a model to explain why there is heterogeneity in the branding practices of family firms. Taking a sender approach, we develop a conceptual model to understand why and how two predictors (i.e., family firm identity and market orientation) drive the decision of family business representatives regarding the choice to explicitly and actively communicate the “Family Business Brand” (i.e., the involvement of the family in the business). This chapter develops the rationale for this model and presents ideas for future research.

Suggested Citation

  • Isabel C. Botero & Dinah Spitzley & Maximilian Lude & Reinhard Prügl, 2019. "Exploring the Role of Family Firm Identity and Market Focus on the Heterogeneity of Family Business Branding Strategies," Springer Books, in: Esra Memili & Clay Dibrell (ed.), The Palgrave Handbook of Heterogeneity among Family Firms, chapter 33, pages 909-932, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-77676-7_33
    DOI: 10.1007/978-3-319-77676-7_33
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-319-77676-7_33. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.