publication . Report . 2009

Family business : a secondary brand in corporate brand management

Blombäck, Anna;
Open Access English
  • Published: 01 Jan 2009
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management)
  • Country: Sweden
Abstract
Why do firms allude to family involvement in their marketing efforts? How can such references influence marketing outcomes? In view of these questions, the current paper argues that the business format “family business” holds a brand of its own; a brand that can offer distinctiveness to brands on corporate as well as product level. Revisiting theory on secondary brand associations and image transfer, the paper interprets the function of references to family in corporate communications and clarifies their relationship to corporate branding. Potential difficulties involved in the referral to family business are identified. Propositions for further research are pro...
Subjects
free text keywords: family business, brand, brand management, image transfer, corporate communications, Business studies, Företagsekonomi
Related Organizations
61 references, page 1 of 5

Aaker, David A. (1996). Building Strong Brands. New York: The Free Press.

Aaker, D. A. and E. Joachimsthaler (2000). Brand Leadership. New York The Free Press.

Ajzen, I. and Fishbein, M. (1975). Attitude-Behavior Relations: A Theoretical Analysis and Review of Empirical Research. Psychological Bulletin 84(5), p. 888-918.

Ajzen, I. and Fishbein, M. (1980). Understanding attitudes and predicting socialbehavior. Englewood Cliffs, N.J.: Prentice-Hall.

Al-Sulaiti, K. & Baker, M.J. (1998). Country of origin effects: a literature review.Marketing Intelligence and Planning, 16(3), p. 150-199. [OpenAIRE]

Astrachan, J. H., Klein, S. B., and Smyrnios, K. X. (2002). The F-PEC Scale of Family Influence: A proposal for Solving the Family Business Definition Problem. Family Business Review, 15(1), p. 45-58.

Balmer, J. M. T. (2001). The three virtues and seven deadly sins of corporate brand management. Journal of General Management, 27(1), p. 1-17.

Balmer, J. M. T. and Gray, E. R. (2003). Commentary - Corporate brands: what are they? What of them? European Journal of Marketing, 37(7/8), p.972- 997.

Balmer, M.T. and Greyser, S.A. (Eds). (2003). Revealing the corporation: perspectives on identity, image, reputation, corporate branding, and corporate-level marketing. London: Routledge. [OpenAIRE]

Balmer, J.M.T. and Greyser, S.A. (2006). Corporate marketing - Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), p. 730-741. [OpenAIRE]

Berry L.L. (2000). Cultivating Service Brand Equity. Journal of the Academy of Marketing Science, Vol. 28, No. 1, 128-137.

Blombäck, A. and Axelsson, B. (2007) The role of corporate brand image in the selection of new subcontractors. The Journal of Business & Industrial Marketing, 22 (6), p. 418-430. [OpenAIRE]

Carey-Shanker, M. and J. Astrachan (1996). Myths and Realities: Family Businesses' Contribution to the US Economy - A Framework for Assessing Family Business Statistics. Family Business Review, 9(2), p. 107-123.

Chua, J. H., Chrisman, J. J., and Chang, E. P. C. (2004). Are Family Firms Born or Made? An Exploratory Investigation. Family Business Review, 17(1), p. 37-54. [OpenAIRE]

Cohen, J.B. and Basu, K. (1987). Alternative Models of Categorization: Toward a Contingent Processing Framework. Journal of Consumer Research, 13 (March), p. 455-472. [OpenAIRE]

61 references, page 1 of 5
Powered by OpenAIRE Research Graph
Any information missing or wrong?Report an Issue