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Family business: a secondary brand in corporate brand management
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management). Jönköping University, Jönköping International Business School, JIBS, Center for Family Enterprise and Ownership. (CeFEO)
2009 (English)Report (Other academic)
Abstract [en]

Why do firms allude to family involvement in their marketing efforts? How can such references influence marketing outcomes? In view of these questions, the current paper argues that the business format “family business” holds a brand of its own; a brand that can offer distinctiveness to brands on corporate as well as product level. Revisiting theory on secondary brand associations and image transfer, the paper interprets the function of references to family in corporate communications and clarifies their relationship to corporate branding. Potential difficulties involved in the referral to family business are identified. Propositions for further research are proposed.

Place, publisher, year, edition, pages
2009. , 18 p.
Series
CeFEO Working Paper, ISSN 1654-8612 ; 2009:1
Keyword
family business, brand, brand management, image transfer, corporate communications
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-7313OAI: oai:DiVA.org:hj-7313DiVA: diva2:133346
Available from: 2009-01-09 Created: 2009-01-09 Last updated: 2009-01-09Bibliographically approved

Open Access in DiVA

fulltext(379 kB)1010 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf