The Importance of the Family Brand

Cioca Adriana (), Wehbe Kassam (), Popescu Delia () and Popescu Constanta ()
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Cioca Adriana: Valahia University
Wehbe Kassam: Valahia University
Popescu Delia: Valahia University
Popescu Constanta: Valahia University

A chapter in Digitalization and Big Data for Resilience and Economic Intelligence, 2022, pp 223-236 from Springer

Abstract: Abstract Under globalization aspects, the family brand recognition built over decades represents one of the most interesting marketing tools on which the family constantly worked. Based on the literature, the authors’ research focuses on the innovative family type of businesses, where a gap regarding the main drivers behind a successful family brand was identified. In this regard, the paperwork addresses the research question related to the connection between the Research Department investment percentage and successful family business brand. The two directions of the authors’ research are: firstly, identification and analysis of the psychological changes at the organizational levels, and secondly, examination of the most important financial criteria related to this purpose, on which structural equation was applied, by analyzing the relationship between their R&D investment and revenue with the aim to leverage the family brand importance and its efforts in regards to future generation recognition. The authors’ results advance research to the extant family brand literature and will contribute to the discussion focused on the reverse symbiosis between family values and brand recognition.

Keywords: Brand; Family business; Marketing; Innovation; Value; Campaign (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-93286-2_17

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DOI: 10.1007/978-3-030-93286-2_17

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