Journal of Product & Brand Management: Volume 32 Issue 5

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

Isabel Botero, Giuseppe Pedeliento, Cristina Bettinelli, Edgar Centeno-Velázquez

Family business branding from a signaling theory perspective: an integrative framework

Marco Galvagno, Vincenzo Pisano, Sonia M. Strano

This study aims to review family business branding research, elaborate a new framework integrating family business branding and corporate brand management literature and finally…

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

Philipp Jaufenthaler

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…

To be (family) or not to be (family): the familiness effect over brand authenticity posts on social media and consumer engagement relationship

Augusto Bargoni, Jacopo Ballerini, Demetris Vrontis, Alberto Ferraris

This paper aims to explore the impact of brand authenticity dimensions (i.e. aesthetic, symbolism, heritage, originality, quality commitment and virtue) on consumer engagement in…

The impact of brand perceptions on the post-to-purchase journey: a family branding perspective

Caitlin Pink, Dean Wilkie, Christopher Graves

Despite brands’ growing use of social media, most research has overlooked the impact of brand perceptions, particularly that of a family brand identity and perceptions of…

The interrelationship of family identities, personalities, and expressions on family winery websites

Adele Berndt, Corné Meintjes

Family businesses feature prominently in economies, including the South African wine industry, using websites to convey their family identity. This research paper aims to explore…

Who let the dogs out? How underdog biographies told by family firms affect consumers’ brand attitude

Maximilian Lude, Reinhard Prügl, Natalie Rauschendorfer

Brand stories are often created around the company’s humble beginnings as an underdog. The authors explore the effects of who is telling the underdog story and thus draw attention…