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Leveraging Family‐Based Brand Identity to Enhance Firm Competitiveness and Performance in Family Businesses

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  • Justin B. Craig
  • Clay Dibrell
  • Peter S. Davis

Abstract

Drawing on the family‐embeddedness perspective on entrepreneurship and the resource‐based‐view of the firm, we investigate how the promotion of family‐based brand identity influences competitive orientation (customer versus product) and firm performance in family businesses. Applying structural equation modeling to survey data collected from leaders of 218 family businesses, we demonstrate that developing a family‐based brand identity positively contributes to firm performance (growth and profitability) indirectly, via a customer‐centric orientation. In contrast, attempts to leverage family‐based brand identity via a product‐centric orientation do not impact firm performance. Our results suggest that family‐based brand identity enhances the family business' ability to persuade customers to make purchasing decisions based on the perceived attributes of the seller. As a result, we contribute to the discussions centered on how to optimize the intricate synergy between family and business.

Suggested Citation

  • Justin B. Craig & Clay Dibrell & Peter S. Davis, 2008. "Leveraging Family‐Based Brand Identity to Enhance Firm Competitiveness and Performance in Family Businesses," Journal of Small Business Management, Taylor & Francis Journals, vol. 46(3), pages 351-371, July.
    • Handle: RePEc:taf:ujbmxx:v:46:y:2008:i:3:p:351-371
    DOI: 10.1111/j.1540-627X.2008.00248.x
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    Citations

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    Cited by:

    1. Rajan, Bharath & Salunkhe, Uday & Kumar, V., 2023. "Understanding customer engagement in family firms: A conceptual framework," Journal of Business Research, Elsevier, vol. 154(C).
    2. Ismael Barros-Contreras & Héctor Pérez-Fernández & Natalia Martín-Cruz & Juan Hernangómez B., 2023. "Can we make family social capital flourish? The moderating role of generational involvement," Journal of Family and Economic Issues, Springer, vol. 44(3), pages 655-673, September.
    3. Bargoni, Augusto & Kliestik, Tomas & Jabeen, Fauzia & Santoro, Gabriele, 2023. "Family firms’ characteristics and consumer behaviour: An enquiry into millennials’ purchase intention in the online channel," Journal of Business Research, Elsevier, vol. 156(C).
    4. Mangiò, Federico & Mismetti, Marco & Lissana, Elena & Andreini, Daniela, 2023. "That's the Press, Baby! How journalists co-create family business brands meanings: A mixed method analysis," Journal of Business Research, Elsevier, vol. 161(C).
    5. Bargoni, Augusto & Alon, Ilan & Ferraris, Alberto, 2023. "A systematic review of family business and consumer behaviour," Journal of Business Research, Elsevier, vol. 158(C).
    6. DODERO ORTIZ DE ZEVALLOS Gino Felix & CLEMENTE-ALMENDROS José Antonio & BAHAMONDES ROSADO María Emilia, 2023. "The Covid-19 Crisis And The Financial Impact On Family Firms," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 18(2), pages 86-108, August.
    7. Bargoni, Augusto & Giachino, Chiara & Troise, Ciro & Alam, Gazi Mahabubul & Quaglia, Roberto, 2023. "A digital family affair: Do family firms' characteristics enhance consumers' willingness to pay?," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    8. Kinias, Ioannis & Chalis, Spyridon & Glyptis, Loukas, 2023. "Family business research: A systematic review and an uncelebrated role of marketing," Journal of Business Research, Elsevier, vol. 162(C).
    9. Spielmann, Nathalie & Discua Cruz, Allan & Tyler, Beverly B. & Cerrato, Daniele, 2022. "Signaling stewardship and the value of family in a brand heritage Identity: A cross-cultural study of wineries," Journal of Business Research, Elsevier, vol. 153(C), pages 35-45.
    10. Rondi, Emanuela & Benedetti, Carlotta & Bettinelli, Cristina & De Massis, Alfredo, 2023. "Falling from grace: Family-based brands amidst scandals," Journal of Business Research, Elsevier, vol. 157(C).

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