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Managing founder-based brand identity during succession

Elena Casprini (), Yioula Melanthiou, Tommaso Pucci and Lorenzo Zanni
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Elena Casprini: University of Siena
Yioula Melanthiou: University of Nicosia
Tommaso Pucci: University of Siena
Lorenzo Zanni: University of Siena

Journal of Brand Management, 2020, vol. 27, issue 1, 1-14

Abstract: Abstract Linking the literature on brand management and family firms, this paper explores how family firms manage a founder-based brand identity during succession. An exploratory case study of an Italian family firm operating in the jewellery sector was conducted. Drawing on the resource-based view of the firm, brand identity is conceived as a resource that needs to be managed across generations. The case analysis highlighted that a joint effort between the first and second generations and non-family members is needed in order to preserve and adapt the family business resources and manage the founder-based brand identity over time.

Keywords: Brand identity; Family firm; Succession; Resource orchestration (search for similar items in EconPapers)
Date: 2020
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