Family business branding communicating a family-based brand identity
Scholars suggest that family-owned businesses can capitalize on their family ties by promoting the fact that they are family-owned in their marketing communications. Existing research suggests that promoting the familial component of a family-owned business can evoke positive associations with the b...
| Main Authors: | , |
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| Other Authors: | , , , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2017
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/54489 |
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Family business branding : communicating a family-based brand identity
Published 2017
JYX-julkaisuarkisto / JYX Digital Archive
Master's thesis