Realizing the value of Family Business Identity as Corporate Brand Element – A Research Model

Report, Preprint English OPEN
Blombäck, Anna (2011)
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Center for Family Enterprise and Ownership
  • Subject: Brand management; Brand equity; Family business; Secondary brand association
    acm: ComputingMilieux_MISCELLANEOUS

Recent publications among family business scholars reveal an emerging interest to investigate questions related to marketing communications and brand management. An underlying question for this research is whether, how, and under what circumstances the portrayal of a fa... View more
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