Micelotta, Evelyn R., Raynard, Mia. 2011. Concealing or Revealing the Family? Corporate Brand Identity Strategies in Family Firms. Family Business Review. 24 (3), 197-216.
BibTeX
Abstract
Although scholars contend that family and corporate heritage can be strategically deployed to gain a competitive advantage, few studies have examined the specific ways in which family firms leverage on these distinctive attributes in their marketing activities. The authors’ examination of a sample of official corporate websites reveals that family firms adopt different branding strategies to communicate the familial component of their businesses. The authors labeled these strategic variations as family preservation, family enrichment, and family subordination. This study advances extant research by exploring the various family-based branding strategies that family firms can draw on to differentiate themselves from their competitors.
Tags
Press 'enter' for creating the tagPublication's profile
Status of publication | Published |
---|---|
Affiliation | WU |
Type of publication | Journal article |
Journal | Family Business Review |
Citation Index | SSCI |
WU-Journal-Rating new | STRAT-B, WH-B |
Language | English |
Title | Concealing or Revealing the Family? Corporate Brand Identity Strategies in Family Firms |
Volume | 24 |
Number | 3 |
Year | 2011 |
Page from | 197 |
Page to | 216 |
Reviewed? | Y |
URL | http://fbr.sagepub.com/content/24/3/197.full.pdf+html |
DOI | n.a. |
Open Access | N |
Associations
- People
- Raynard, Mia (Details)
- External
- Micelotta, Evelyn R. (University of Alberta, Canada)
- Organization
- Management DP (Details)
- Research areas (Ă–STAT Classification 'Statistik Austria')
- 5324 Organizational research (Details)
- 5333 Business management (Details)