The Importance of Brand Values in Family Business

Journal of Evolutionary Studies in Business

View Publication Info
 
 
Field Value
 
Title The Importance of Brand Values in Family Business
 
Creator Bravo, Rafael
Cambra, Jesús
Centeno, Edgar
Melero, Iguácel
 
Subject Economics; Social Sciences;
Marketing; Brand; Family Business

 
Description Only a small body of literature exists on linking key marketing concepts in family business contexts and those studies that do exist show a significant bias towards brand management. Both the relevance of the subject and the lack of research assuming this challenge to date justify the interest and timeliness of this literature review.Based on this interest—and the existing research opportunities—this article presents the concept of brand, together with a framework for its analysis in family business contexts. The paper summarizes the six main lines of research proposed, three from the perspective of identity management, and three from the perspective of stakeholders. The last section presents a series of interesting aspects for carrying out future research.
 
Publisher Universitat de Barcelona
 
Contributor
 
Date 2017-07-11
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article

 
Format application/pdf
 
Identifier https://revistes.ub.edu/index.php/JESB/article/view/j029
10.1344/jesb2017.2.j029
 
Source Journal of Evolutionary Studies in Business; Vol 2, No 2 (2017): Special Issue. New Perspectives in Family Business Research; 16-43
Journal of Evolutionary Studies in Business; Vol 2, No 2 (2017): Special Issue. New Perspectives in Family Business Research; 16-43
2385-7137
 
Language eng
 
Relation https://revistes.ub.edu/index.php/JESB/article/view/j029/21733
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