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Managing founder-based brand identity during succession

Author

Listed:
  • Elena Casprini

    (University of Siena)

  • Yioula Melanthiou

    (University of Nicosia)

  • Tommaso Pucci

    (University of Siena)

  • Lorenzo Zanni

    (University of Siena)

Abstract

Linking the literature on brand management and family firms, this paper explores how family firms manage a founder-based brand identity during succession. An exploratory case study of an Italian family firm operating in the jewellery sector was conducted. Drawing on the resource-based view of the firm, brand identity is conceived as a resource that needs to be managed across generations. The case analysis highlighted that a joint effort between the first and second generations and non-family members is needed in order to preserve and adapt the family business resources and manage the founder-based brand identity over time.

Suggested Citation

  • Elena Casprini & Yioula Melanthiou & Tommaso Pucci & Lorenzo Zanni, 2020. "Managing founder-based brand identity during succession," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 1-14, January.
    • Handle: RePEc:pal:jobman:v:27:y:2020:i:1:d:10.1057_s41262-019-00161-x
    DOI: 10.1057/s41262-019-00161-x
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    References listed on IDEAS

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