Family Enterprises in the Context of Consumer Ethnocentrism and Relationship-Building

Anna Maria Nikodemska-Wolowik () and Joanna Bednarz ()
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Anna Maria Nikodemska-Wolowik: University of Gdañsk, Faculty of Economics, Institute of International Business
Joanna Bednarz: University of Gdañsk, Faculty of Economics, Institute of International Business

Problemy Zarzadzania, 2019, vol. 17, issue 81, 77-92

Abstract: Previous research on family entrepreneurship has given relatively little consideration to the attitudes of consumers towards Family Enterprises (FEs). The aim of the article is to deepen our understanding of consumer behaviour towards FEs. The paper’s theoretical framework is based on two concepts: consumer ethnocentrism and commitment-trust theory in relationship marketing. The article employs a grounded-theory methodology, whose primary purpose is to develop theoretical underpinnings of consumer behaviour towards FEs. The paper is based on latent participant observation and individual in-depth interviews conducted in 2017. The findings indicate that FEs do not communicate their family identity explicitly and that consumers adopt ethnocentric attitudes towards FEs. Furthermore, young buyers should be treated as an important challenge for FEs. The article concludes by emphasizing implications for theory and business practice which are applicable beyond the Polish context.

Keywords: family enterprises; consumers; consumer ethnocentrism; relationship (search for similar items in EconPapers)
JEL-codes: D12 D22 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:sgm:pzwzuw:v:17:i:81:y:2019:p:77-92

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