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Brand management research in family firms

71 citations0/0 files storedJournal of Family Business Management

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Family Business Performance and Succession Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

Purpose The purpose of this paper is to highlight the relevance of conducting brand management research in a family firm context and to identify future research directions by reviewing and structuring the existing literature. Design/methodology/approach The potential consequences of being a family firm on internal organizational processes and stakeholders’ external perception are depicted. Afterwards the literature considering brand management research in family firms is reviewed systematically (n=41) and structured by applying the Organizational Viewpoint Framework. Relevant research questions are derived based on the findings and their practical relevance is tested. Findings The contributions are threefold. First, depicting the effects of being a family firm on the organization and its stakeholders highlights the relevance of conducting brand management research in family firms. Second, structuring the literature regarding the effects of being a family firm on organizational identity, intended brand image, construed brand image, and reputation helps derive research questions of theoretical and practical relevance that will serve the field as a guide for future research directions. Third, by extending the Organizational Viewpoint Framework originating from brand management research with the element of being a family firm, a further attempt at bridging both research fields is undertaken. Originality/value This paper represents an important next step in the development of this research field by highlighting the importance of conducting brand management research in a family firm context and by structuring existent research to depict future research opportunities with theoretical and practical relevance.

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References

1991Firm Resources and Sustained Competitive Advantage 2004Firm resources and sustained competitive advantage 2000Dynamic capabilities: what are they?1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1995The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications 1994Organizational Images and Member Identification 1999Defining the Family Business by Behavior 2011Contextualizing Entrepreneurship—Conceptual Challenges and Ways Forward

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2019How Do Consumers See Firms’ Family Nature? A Review of the Literature 2018A receiver’s approach to family business brands 2018Family Business Research: Roads Travelled and the Search for Unworn Paths 2020The Journal of Family Business Management: a bibliometric analysis 2023A systematic review of family business and consumer behaviour 2022Marketing and family firms: Theoretical roots, research trajectories, and themes

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