family business marketing

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How CSR Shapes the Power of Family Business Branding

Being family-owned or socially responsible endears a business to consumers. Having both attributes mutes the impact of family ownership, and requires a different branding strategy. To differentiate Read More...

Category: Research Insight

Authors: Philipp Jaufenthaler , Roland Schroll and Dhruv Grewal

Consumers Love Local Brands. That's Good News For Family Businesses

Being a family firm enhances a brand's local appeal and influences consumer purchasing behaviors. Consumer preferences are increasingly favoring brands with a strong local identity. The reasons for Read More...

Category: Research Insight

Authors: Philipp Jaufenthaler , Andreas Kallmuenzer , Sascha Kraus and Alfredo De Massis

Perceptions of Family Firms Vary by Country: Why This Matters

Research shows that family businesses enjoy numerous reputational benefits in their relationships with stakeholders ( Astrachan , 2021). Customers usually believe they provide better quality; Read More...

Category: Research Insight

Authors: Philipp Jaufenthaler , Oliver Koll , Reinhard Prügl and Maximilian Lude