Falling from grace: Family-based brands amidst scandals

Emanuela Rondi, Carlotta Benedetti, Cristina Bettinelli and Alfredo De Massis

Journal of Business Research, 2023, vol. 157, issue C

Abstract: Family firms often adopt brand strategies based on their family status to convey messages of ethics and integrity to their external stakeholders. Research has highlighted the positive influence that family-based brands exert on corporate reputation and related organizational outcomes, yet they may become a liability in circumstances of scandals. In this study, we disentangle the complex landscape of scandals in family firms by conceptually developing a typology corroborated with illustrative cases. Moreover, we explore the consequential effects of scandals on family-based brands and possible redressive strategies implemented in the aftermath of scandals outbreaks. While previous work has mainly seen family-based branding as an edge, our study examines its drawbacks under circumstances of scandals and offers a springboard to further develop this line of inquiry.

Keywords: Family firms; Reputation; Image; Identity; Scandals (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:157:y:2023:i:c:s014829632201102x

DOI: 10.1016/j.jbusres.2022.113637

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