Family business : a secondary brand in corporate brand management
作者： Anna Blombäck
DOI:
关键词: Corporate branding 、 Advertising 、 Corporate communication 、 Brand equity 、 Brand management 、 Brand awareness 、 Brand extension 、 Business 、 Influencer marketing 、 Product (business) 、 Marketing
摘要: Why do firms allude to family involvement in their marketing efforts? How can such references influence outcomes? In view of these questions, the current paper argues that business format “family business” holds a brand its own; offer distinctiveness brands on corporate as well product level. Revisiting theory secondary associations and image transfer, interprets function communications clarifies relationship branding. Potential difficulties involved referral are identified. Propositions for further research proposed. 2
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