Beauty lies in the eye of the beholder: consumers' and jobseekers' interpretations of the family business brand

Abstract

Purpose Brands are relevant to multiple stakeholders and, as such, can have multiple meanings. Drawing on branding and stakeholder marketing theory, the purpose of this study was to provide in-depth insights into knowledge dynamics related to the so-called family business brand across different stakeholder perspectives. Design/methodology/approach This study combines advanced brand concept mapping (BCM) with a scenario technique to graphically capture consumers’ and jobseekers’ brand knowledge related to the family business concept in the form of association networks. Findings Findings show both a shared core meaning (e.g. associations such as “tradition” or “owner-managed”) and stakeholder-specific associations (e.g. consumer perspective: “high product quality,” “handmade”; jobseeker perspective: “appreciation within the company,” “outdated”). Significantly, the results reveal detailed insights into cross-stakeholder knowledge dynamics regarding the associations’ interconnections, strength and favorability. Originality/value By combining BCM with a scenario technique, this study adopts an approach that is aimed at better understanding and comparing brand knowledge with respect to the family business brand across multiple stakeholder perspectives. Given the prevalence of family businesses, this research enhances the theoretical and practical understanding of a branding resource that is often available but rarely exploited.

A safe haven in times of crisis: The appeal of family companies as employers amid the COVID-19 pandemic

“…These findings significantly contribute to the emerging debate on the context-sensitivity of family firm perceptions ( Astrachan et al, 2019 , Block et al, 2019 , Jaufenthaler, 2022 ). Answering calls for a better understanding of the perceptions of and responses to family firms under different circumstances ( Astrachan et al, 2019 , Jaufenthaler, 2022 ), this study illuminates crisis contexts based on the external shock associated with a global pandemic. Earlier work showed that individuals prefer to work in family firms in countries where typical family firm characteristics, such as trust or security, provide greater utility ( Block et al, 2019 ).…”

“…More importantly, the mixed-methods design offers a nuanced perspective on the underlying factors that contribute to family firms’ attractiveness as employers amid crises. Second, the present work contributes to the growing debate on the context-sensitivity of family firm perceptions ( Astrachan et al, 2019 , Block et al, 2019 , Jaufenthaler, 2022 ). Specifically, the findings not only reveal crisis-specific effects of family firm signaling on pre-established attractiveness predictors but also introduce new dimensions that emerge only amid crises.…”

“…Initial experimental studies that investigated the effects of signaling (vs. not signaling) family firm status on jobseekers’ attractiveness responses did not reveal significant differences ( Botero, 2014 , Botero et al, 2012 , Kahlert et al, 2017 ). However, perceptions of and responses to family firms may depend on context ( Astrachan et al, 2019 , Block et al, 2019 , Jaufenthaler, 2022 ). Block et al (2019) pointed out, “what makes family firms attractive and unique in one contextual environment may have limited effects or even the opposite effects in another environment” (p. 1087).…”

The family business brand: cross-fertilization between fields

“…This is the case with FBs, which are organizations in which a family maintains a significant influence in terms of ownership, governance, and/or management of the business that is potentially sustainable across generations (Chua et al, 1999). The existing interconnection between the family and the business creates an emotional tie that is reflected in the corporate culture of the FB (Dyer, 2021;Dyer and Whetten, 2006), an asset upon which it can build its corporate brand identity (Alonso-Dos Santos et al., 2022;Memili et al, 2010). Indeed, many brands have been inextricably linked to business families for generations (Spielmann et al, 2022).…”

“…External stakeholders often perceive FBs as credible, trustworthy, long-term oriented, customer-oriented, socially responsible, and authentic (Andreini et al, 2020;Arzubiaga et al 2022;Botero et al, 2018;Schellong et al, 2019). Conversely, they may also be considered as old-fashioned, poorly innovative, and closed organizations (Botero et al, 2018;Krappe et al, 2011) brand is a challenge for brand managers, as stakeholder responses may differ (Jaunfenthaler, 2022). Thus, brand and branding in FBs is a topical issue that remains a matter of debate regarding its influence on external stakeholders (Rovelli et al, 2022).…”