Economics at your fingertips  

Exploring family business brands: Understanding predictors and effects

Ascensión Barroso Martínez, Ramón Sanguino Galván, Isabel C. Botero, González-López, Óscar R. and María Buenadicha Mateos

Journal of Family Business Strategy, 2019, vol. 10, issue 1, 57-68

Abstract: Family business brands are said to represent a source of differentiation that can create benefits for family firms in today’s competitive market. However, research finds that not all family businesses are likely to promote their family business nature as part of their marketing efforts. Given the limited understanding that we have regarding which family firms promote their family business brand, and the effects that family business brand promotion can have on performance outcomes of the firm, this paper explores the extent to which family ownership and firm age affect the communication of the family business brand in corporate websites. Additionally, it analyzes the effects of communicating the family business brand on firm revenue, and how website quality moderates this relationship. We rely on data from the Global Family Business Index and the coding of the top 300 family firm websites to test our ideas. Results indicate that a higher percentage of family business ownership is related to the communication of the family business brand in the 300 largest family businesses. Additionally, the communication of the family business brand is also positively related to the revenue of the firm, particularly for family firms that have less complex websites. We discuss the implications of these results for future research and practice.

Keywords: Family business brands; Branding; Communication; Family business; Performance (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2) Track citations by RSS feed

Downloads: (external link)
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Ordering information: This journal article can be ordered from
http://www.elsevier. ... 719791/bibliographic

Access Statistics for this article

Journal of Family Business Strategy is currently edited by J.H. Astrachan

More articles in Journal of Family Business Strategy from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

Page updated 2019-08-10
Handle: RePEc:eee:fambus:v:10:y:2019:i:1:p:57-68