The seconding values of family business in corporate branding – a tentative model
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 (Refereed)
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.
IdentifiersURN: urn:nbn:se:hj:diva-12789ISBN: 978-1862202757ISBN: 1862202753OAI: oai:DiVA.org:hj-12789DiVA: diva2:329905
10th Annual World Family Business Research Conference