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“We are a family firm”: An exploration of the motives for communicating the family business brand

Isabel Botero, PhD C. Binz Astrachan
Journal of Family Business Management. April 9, 2018

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Evidence suggests that some stakeholders perceive family firms as more trustworthy, responsible, and customer-oriented than public companies. To capitalize on these positive perceptions, owning families can use references about their family nature in their organizational branding and marketing efforts. However, not all family firms actively communicate their family business brand. With this in mind, the purpose of this paper is to investigate why family firms decide to promote their “family business brand” in their communication efforts toward different stakeholders.