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A family business brand image: Associations affecting consumers’ buying behavior: A study on family business Dafgård, frozen foods
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics. (Priscilla Ramdharie & Derk Brinxma)
Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics. (Priscilla Ramdharie & Derk Brinxma)
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Family business research is a rapidly growing topic of interest. Nevertheless there has been little research explicitly dedicated to the connection between consumers’ and family businesses. This paper gives insight about the influence of the family business brand image and consumers’ purchase intentions. Hereby it was taken into consideration  that  low-involvement and product knowledge can influence this path. This was done by a combination of qualitative and quantitative approaches. The findings showed that consumers associate family business with high quality, passion, heritage, traditions, small companies and craftsmanship. In general these associations do not influence consumers buying behavior. However, specific target groups showed different results. Implications focus on using the family business as a secondary brand image and family businesses should deal with caution when using their origin as a primary brand image.

Place, publisher, year, edition, pages
2012. , 51 p.
Keyword [en]
family business, brand image, associations, low-involvement, product knowledge, purchase intension, buying behavior
National Category
Business Administration
URN: urn:nbn:se:hj:diva-18130OAI: diva2:528889
Subject / course
IHH, Business Administration
2012-05-20, B3008 - B3009, -, Jönköping, 15:45 (English)
Social and Behavioural Science, Law
Available from: 2012-06-01 Created: 2012-05-28 Last updated: 2012-06-01Bibliographically approved

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