family business marketing

Your CEO Affects How Outsiders Perceive Your Brand

Family or non-family leader? Your choice depends on the age of the firm, and can ultimately shape how the media and outside stakeholders see you.  EDITOR‘S NOTE: This article was produced in Read More...

Category: Research Insight

Authors: Carlotta Benedetti , Paola Rovelli , Andrea Fronzetti Colladon , Alfredo De Massis and Kurt Matzler

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. EDITOR’S 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

Firms that signal they are family-run are usually seen as better quality and enjoy higher levels of trust, except in places like India where they're everywhere. EDITOR'S NOTE: This article was Read More...

Category: Research Insight

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