Family Business and Creation of Brand Communities
Published: April 22, 2022
Authors
Dr. S. John Mano Raj, , M. Manjusha
Keywords
Family Business, Branding, Brand Community, Community Creation
Abstract
Background: Brand management is an important factor in every business, especially in family businesses. Through brands, firms can build and communicate their reputation with their stakeholders. For family businesses, revealing the family identity in branding influences both the internal and external stakeholders of the family businesses. There is a lot of evidence that shows the relationship between family businesses and their stakeholders, but limited studies are showing how these family business branding creates a community among its stakeholders.
Purpose: The focus of the paper is to identify the variables that influences how family business branding creates communities among its different stakeholders, considering all stakeholders such as customers, employees, suppliers, and society holistically. Methods: The study used a secondary data collection approach based on the family business perspectives found in existing literature on how family businesses contribute to the creation of a community and influence the formation of a brand community. Results: Different studies show the connection between these revelations of family brand identity and the impact on the creation of a community among its stakeholders. Family firms differ from other non-family businesses in the creation of a family firm identity, bringing trust, reputation, image, authenticity, and integrity and influence behavior among internal and external stakeholders.
References
- Anaya-Sánchez, R., Aguilar-Illescas, R., Molinillo, S., & Martínez-López, F. J. (2020). Trust and loyalty in online brand communities. Spanish Journal of Marketing-ESIC, 24(2), 177-191.
- Anderson, R. C., & Reeb, D. M. (2003). Founding‐family ownership and firm performance: evidence from the S&P 500. The journal of finance, 58(3), 1301-1328.
- Astrachan, C. B., & Botero, I. C. (2017). “We are a family firm”: An exploration of the motives for communicating the family business brand. Journal of Family Business Management, 8(1), 2-21.
- Astrachan, C. B., Botero, I., Astrachan, J. H., & Prügl, R. (2018). Branding the family firm: A review, integrative framework proposal, and research agenda. Journal of Family Business Strategy, 9(1), 3-15.
- Azoury, A., Daou, L., & Sleiaty, F. (2013). Employee engagement in family and non-family firms. International Strategic Management Review, 1(1-2), 11-29.
- Bargoni, A., Alon, I., & Ferraris, A. (2023). A systematic review of family business and consumer behaviour. Journal of Business Research, 158, 113698.
- Beck, S., & Prügl, R. (2018). Family firm reputation and humanization: Customers and the trust advantage of family firms under different conditions of brand familiarity. Family Business Review, 31(4), 460-482.
- Beck, S., Prügl, R., & Walter, K. (2020). Communicating the family firm brand: Antecedents and performance effects. European Management Journal, 38(1), 95-107.
- Benn, S., Abratt, R., & O’Leary, B. (2016). Defining and identifying stakeholders: Views from management and stakeholders. South African journal of business management, 47(2), 1-11.
- Blombäck, A. & Botero, I.C. (2013), “Reputational capital in family firms: understanding uniqueness from the stakeholder’s point of view”, in Smyrnios,K.X., Poutziouris, P.Z. and Goel, S. (Eds), Handbook of Research on Family Business, 2nd ed., Edward Elgar Publishing, Cheltenham, pp. 677-693.
- Botero, I. C., Astrachan, C. B., & Calabrò, A. (2018). A receiver’s approach to family business brands: Exploring individual associations with the term “family firm”. Journal of Family Business Management, 8(2), 94-112.
- Brown, C., Murphy, T. J., & Nanny, M. (2003). Turning techno-savvy into info-savvy: Authentically integrating information literacy into the college curriculum. The Journal of Academic Librarianship, 29(6), 386-398.
- Clarkson, M. E. (1995). A stakeholder framework for analysing and evaluating corporate social performance. Academy of management review, 20(1), 92-117.
- Deephouse, D. L., & Jaskiewicz, P. (2013). Do family firms have better reputations than non-family firms? An integration of socioemotional wealth and social identity theories. Journal of management Studies, 50(3), 337-360.
- Deferne, M., Bertschi-Michel, A., & de Groote, J. (2023). The role of trust in family business stakeholder relationships: A systematic literature review. Journal of Family Business Strategy, 14(1), 100501.
- Dos Santos, M. A., Contreras, O. L., Moreno, F. C., & Felicio, J. A. (2020). Should a family firm communicate their family identity and country of origin? A cross-cultural study from Chile and Spain. International Journal of Emerging Markets, 17(3), 725-746.
- Duranton, J., & Theau Laurent Sery, E. (2020). Cultural heritage and branding of family firms in the French wine industry: A case of Burgundian wineries.
- Fassin, Y. (2009). The stakeholder model refined. Journal of business ethics, 84(1), 113-135.
- Getz, D., & Carlsen, J. (2005). Family business in tourism: State of the art. Annals of tourism research, 32(1), 237-258.
- Hernandez-Fernandez, A., & Lewis, M. C. (2019). Brand authenticity leads to perceived value and brand trust. European Journal of Management and Business Economics, 28(3), 222-238.
- Hollebeek, L. D., Juric, B., & Tang, W. (2017). Virtual brand community engagement practices: a refined typology and model. Journal of Services Marketing, 31(3), 204-217.
- Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page Publishers.
- Kates, S. M. (2004). The dynamics of brand legitimacy: An interpretive study in the gay men’s community. Journal of consumer research, 31(2), 455-464.
- Khan, Z., & Khattak, A. (2017). Developing brand relationship quality through online brand communities. Pakistan Journal of Commerce and Social Sciences (PJCSS), 11(1), 275-292.
- Krappe, A., Goutas, L., & von Schlippe, A. (2011). The “family business brand”: An enquiry into the construction of the image of family businesses. Journal of Family Business Management, 1(1), 37-46.
- Leninkumar, V. (2017). The relationship between customer satisfaction and customer trust on customer loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), 450-465.
- Lucky, E. O. I., Minai, M. S., & Adebayo, O. I. (2011). A conceptual framework of family business succession: Bane of family business continuity. International Journal of Business and Social Science, 2(18).
- Martínez, A. B., Galván, R. S., Botero, I. C., González-López, Ó. R., & Mateos, M. B. (2019). Exploring family business brands: Understanding predictors and effects. Journal of Family Business Strategy, 10(1), 57-68.
- Matzler, K., & Renzl, B. (2006). The relationship between interpersonal trust, employee satisfaction, and employee loyalty. Total quality management and business excellence, 17(10), 1261-1271.
- Mayo, E., & Fielder, A. (2006). I will if you will. Customer Policy Review, 16(4), 148.
- McAlexander, J. H., Kim, S. K., & Roberts, S. D. (2003). Loyalty: The influences of satisfaction and brand community integration. Journal of marketing Theory and Practice, 11(4), 1-11.
- McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54.
- Memili, E., Eddleston, K. A., Kellermanns, F. W., Zellweger, T. M., & Barnett, T. (2010). The critical path to family firm success through entrepreneurial risk taking and image. Journal of Family Business Strategy, 1(4), 200-209.
- Miller, D., & Le Breton-Miller, I. (2006). Family governance and firm performance: Agency, stewardship, and capabilities. Family business review, 19(1), 73-87.
- Mudzakkir, M., & Nurfarida, I. (2015). The influence of brand awareness on brand trust through brand image. Available at SSRN 2670597.
- Muniz, A. M., & O’guinn, T. C. (2001). Brand community. Journal of customer research, 27(4), 412-432.
- Mutonyi, S., Beukel, K., Gyau, A., & Hjortsø, C. N. (2016). Price satisfaction and producer loyalty: the role of mediators in business to business relationships in Kenyan mango supply chain. British Food Journal, 118(5).
- Niehm, L. S., Swinney, J., & Miller, N. J. (2008). Community social responsibility and its consequences for family business performance. Journal of Small Business Management, 46(3), 331-350.
- Nordqvist, M., Melin, L., Waldkirch, M., & Kumeto, G. (Eds.). (2015). Theoretical perspectives on family businesses. Edward Elgar Publishing.
- Quinton, S. (2013). The community brand paradigm: A response to brand management’s dilemma in the digital era. Journal of marketing management, 29(7-8), 912-932.
- Rahman, M. H., Galván, R. S., & Martínez, A. B. (2017). Impact of family business on economic development: A study of Spain’s family-owned supermarkets. Journal of Business and Management Sciences, 5(4), 129-138.
- Robert, M. M., Robert, J. T., & Thomas, J. C. (1993). Supply Base Strategies to Maximize Supplier Performance. International Journal of Physical Distribution & Logistics Management, 23(4).
- Rosenbaum, M. S., Ostrom, A. L., & Kuntze, R. (2005). Loyalty programs and a sense of community. Journal of Services Marketing, 19(4), 222-233.
- Rosenthal, B., & Brito, E. P. (2017). How virtual brand community traces may increase fan engagement in brand pages. Business Horizons, 60(3), 375-384.
- Saparina, N. (2021). The Influence of Employee Engagement and Organizational Culture on Employee Performance through Job Satisfaction at Mis Al-Hamid Banjarmasin. Hut Publication Business and Management, 1(1), 21-36
- Schau, H. J., Muñiz Jr, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of marketing, 73(5), 30-51.
- Singh, S., & Mittal, S. (2019). Analysis of drivers of CSR practices’ implementation among family firms in India: A stakeholder’s perspective. International Journal of Organizational Analysis, 27(4), 947-971.
- Suisse, C. (2011). Asian Family Businesses Report.
- Trehan¹, K., Kemp, M., & Glover, J. (2020). Family Business and Community Engagement.
- Tsai, H. T., Huang, H. C., & Chiu, Y. L. (2012). Brand community participation in Taiwan: Examining the roles of individual-, group-, and relationship-level antecedents. Journal of Business Research, 65(5), 676-684.
- Uhlaner, L. M., van Goor‐Balk, H. J. M., & Masurel, E. (2004). Family business and corporate social responsibility in a sample of Dutch firms. Journal of small business and enterprise development, 11(2), 186-194.
- Worek, M., De Massis, A., Wright, M., & Veider, V. (2018). Acquisitions, disclosed goals and firm characteristics: A content analysis of family and nonfamily firms. Journal of Family Business Strategy, 9(4), 250-267
- Xiong, L., & King, C. (2020). Exploring how employee sense of brand community affects their attitudes and behavior. Journal of Hospitality & Tourism Research, 44(4), 567-596.
- Yeh, Y. H., & Choi, S. M. (2011). MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members. Journal of marketing communications, 17(3), 145-162.
- Zamry, A. D., & Nayan, S. M. (2020). What is the relationship between trust and customer satisfaction? Journal of undergraduate social science and technology, 2(2).
- Zellweger, T. M., & Nason, R. S. (2008). A stakeholder perspective on family firm performance. Family Business Review, 21(3), 203-216.
- Zellweger, T. M., Kellermanns, F. W., Eddleston, K. A., & Memili, E. (2012). Building a family firm image: How family firms capitalize on their family ties. Journal of Family Business Strategy, 3(4), 239-250.
How to Cite
Dr. S. John Mano Raj, , M. Manjusha. Family Business and Creation of Brand Communities.
J.Technol. Manag. Grow. Econ.. 2022, 13, 1-7
