family business brand

'Family-Owned' or 'Family-Run'? The Words You Use Can Affect Customer Trust

Family businesses often promote their ownership and heritage to build trust. Research suggests that “family-run” may send a stronger message than “family-owned” — and that adding more Read More...

Category: Research Insight

Authors: Sabrina Finkbeiner , Jan-Philipp Ahrens , Christoph Burmann and Michael Schade