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2019 | 120 | 2 | 168-180
Article title

Brand building in family businesses in Poland on the example of the sector of children's toiletries

Content
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Languages of publication
EN
Abstracts
EN
The strongest tool for communication between a company and its customers is the brand. A strong brand should encourage customers to buy the product or service offered, as it is treated as a guarantee of its good quality. The aim of this publication is to present the importance of a strong brand in family businesses. The main research problem is the question, how does the brand affect the recognition and success of a family business? The theoretical part of the paper presents definitions of the brand, its purpose and information concerning family businesses in Poland. The current situation in the Polish market of children's toiletries was also presented. The research method used in the article is a case study method. The results of the research allowed us to draw conclusions which are included in the final part of the paper. The research shows that a strong brand plays an important role in the development of a family business.
Year
Volume
120
Issue
2
Pages
168-180
Physical description
Contributors
  • Faculty of Management, Czestochowa University of Technology, 19 B Armii Krajowej Str., 42-200 Czestochowa, Poland
References
  • [1] Aaker, David A., and Alexander L. Biel. Brand equity & advertising: advertising's role in building strong brands. Hillsdale, N.J.: Lawrence Erlbaum Associates, 1993. ISBN-13: 978-0805812848
  • [2] Barach, Jeffrey A., and Joseph B. Ganitsky. Successful succession in family business. Family Business Review 8.2 (1995) 131-155
  • [3] Chua, Jess H., James J. Chrisman, and Pramodita Sharma. Defining the family business by behavior. Entrepreneurship theory and practice 23.4 (1999) 19-39
  • [4] De Chernatony, Leslie, and Francesca Dall'Olmo Riley. Defining a brand: Beyond the literature with experts' interpretations. Journal of Marketing Management 14.5 (1998) 417-443
  • [5] Gallucci, Carmen, Rosalia Santulli, and Andrea Calabrò. Does family involvement foster or hinder firm performance? The missing role of family-based branding strategies. Journal of Family Business Strategy 6.3 (2015) 155-165
  • [6] James, Harvey S. Owner as manager, extended horizons and the family firm. International journal of the economics of business 6.1 (1999) 41-55
  • [7] Howorth, Carole, Mary Rose, and Eleanor Hamilton. Definitions, diversity and development: Key debates in family business research. The Oxford Handbook of Entrepreneurship (2006): 225-47.
  • [8] Donnelley, Robert G. The family business. Harvard business review 42.4 (1964) 93-105
  • [9] Erdem, Tülin, and Joffre Swait. Brand credibility, brand consideration, and choice. Journal of consumer research 31.1 (2004) 191-198).
  • [10] Laforet, S and Saunders, J (1994). Managing brand portfolios: how the leaders do it. Journal of Advertising Research 34 (5), 64–67
  • [11] Kirmani, A, Sood, S and Bridges, S (1999). The ownership effect in consumer responses to brand line stretches. Journal of Marketing 63 (1), 88–101
  • [12] Krappe, Alexander, Lazaros Goutas, and Arist von Schlippe. The family business brand: an enquiry into the construction of the image of family businesses. Journal of Family Business Management 1.1 (2011) 37-46.
  • [13] Lassar, Walfried, Banwari Mittal, and Arun Sharma. Measuring customer-based brand equity. Journal of consumer marketing 12.4 (1995) 1
Document Type
article
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.psjd-e99b542e-1a40-4930-89d5-cb17f6dd1d90
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