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The Importance of the Family Brand

In: Digitalization and Big Data for Resilience and Economic Intelligence

Author

Listed:
  • Cioca Adriana

    (Valahia University)

  • Wehbe Kassam

    (Valahia University)

  • Popescu Delia

    (Valahia University)

  • Popescu Constanta

    (Valahia University)

Abstract

Under globalization aspects, the family brand recognition built over decades represents one of the most interesting marketing tools on which the family constantly worked. Based on the literature, the authors’ research focuses on the innovative family type of businesses, where a gap regarding the main drivers behind a successful family brand was identified. In this regard, the paperwork addresses the research question related to the connection between the Research Department investment percentage and successful family business brand. The two directions of the authors’ research are: firstly, identification and analysis of the psychological changes at the organizational levels, and secondly, examination of the most important financial criteria related to this purpose, on which structural equation was applied, by analyzing the relationship between their R&D investment and revenue with the aim to leverage the family brand importance and its efforts in regards to future generation recognition. The authors’ results advance research to the extant family brand literature and will contribute to the discussion focused on the reverse symbiosis between family values and brand recognition.

Suggested Citation

  • Cioca Adriana & Wehbe Kassam & Popescu Delia & Popescu Constanta, 2022. "The Importance of the Family Brand," Springer Proceedings in Business and Economics, in: Alina Mihaela Dima & Mihaela Kelemen (ed.), Digitalization and Big Data for Resilience and Economic Intelligence, pages 223-236, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-93286-2_17
    DOI: 10.1007/978-3-030-93286-2_17
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