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Guest editorial: Cultivating a broader paradigm to understand family business brands and the branding process.

Isabel Botero, PhD Pedeliento, G. Bettinelli, C. Centeno-Velázquez, E.
Journal of Product & Brand Management. June 1, 2023

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As the predominant form of business worldwide, family firms play a crucial role in shaping the global economy through their contributions to innovation, wealth creation, job creation, and competitiveness (Calabrò et al., 2019; La Porta et al., 1999; Miroshnychenko et al., 2021; Westhead and Cowling, 1998; Zellweger, 2017). In an increasingly competitive market where competition is constant, family firms need to brand their products and services to succeed and create a distinctive value for their offer (Anatolevena Anisimova, 2007; King, 1991; Reinartz et al., 2019; Suchek et al., 2021). At the same time, consumers today behave differently and have access to a wider set of products and services as they consider their options, contributing to making brands and branding a relevant topic today. Branding strategies provide a bundle of information that helps consumers differentiate a company’s products and services from those of competitors (Balmer and Gray, 2003; Balmer and Podnar, 2021; Hulberg, 2006; Kotler, 1991; Iglesias and Ind, 2020). Although research on brands and the branding process has boomed, only in recent years have scholars and practitioners become interested in understanding this phenomenon as it relates to family businesses (Andreini et al., 2020; Beck, 2016; Binz Astrachan et al., 2018; Sageder et al., 2018 for recent reviews).