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The seconding values of family business in corporate branding – a tentative model
Jönköping University, Jönköping International Business School, JIBS, ESOL (Entrepreneurship, Strategy, Organization, Leadership). Jönköping University, Jönköping International Business School, JIBS, Center for Family Enterprise and Ownership.
2010 (English)In: Long Term Perspectives on Family Business: theory, practice, policy : IFERA, Lancaster, 2010 : book of proceedings / [ed] Elias Hadjielias, Lancaster: Lancaster University Management School , 2010, -23 p.Conference paper, Published paper (Refereed)
Abstract [en]

Why and under what circumstances can references to family business influence marketing outcomes? This paper suggests we view “family business” as a brand of its own. Through secondary brand associations, this brand can distinguish corporate as well as product brands. Tentative models present the function of family business references in relation to corporate and product communications, and firm performance. Propositions to aid further research are proposed.

Place, publisher, year, edition, pages
Lancaster: Lancaster University Management School , 2010. -23 p.
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hj:diva-12789ISBN: 978-1862202757 ISBN: 1862202753 (print)OAI: oai:DiVA.org:hj-12789DiVA: diva2:329905
Conference
10th Annual World Family Business Research Conference
Available from: 2013-03-14 Created: 2010-07-14 Last updated: 2013-03-14Bibliographically approved

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fulltext(466 kB)286 downloads
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ed7594cf39065e89b882626fcda17dbe80f9d986c0cb2bddb281b9783f32dddbec4e48a12b9ad253451931176e792dd8e7ad8c3086952baad34d0f61bb4b5484
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • 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