A receiver’s approach to family business brands: Exploring individual associations with the term “family firm”

Abstract

Although prior research has indicated that ownership characteristics of a firm can influence how organizations are perceived, there is a gap in our understanding of the general associations that individuals have with the term “family firm.” Some argue that promoting a firm as family-owned can result in positive evaluations by stakeholders; others argue that it can result in negative perceptions about a firm. However, very few empirical projects have directly explored the associations that external stakeholders have with the term “family firm.” The purpose of this paper is to explore the associations that individuals in Switzerland have with the term “family firm.”