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首页> 外文期刊>Journal of Small Business Management >Leveraging Family-Based Brand Identity to Enhance Firm Competitiveness and Performance in Family Businesses
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Leveraging Family-Based Brand Identity to Enhance Firm Competitiveness and Performance in Family Businesses

机译：利用基于家族的品牌形象增强家族企业的竞争力和绩效

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摘要

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.
机译：基于家族企业的企业家精神和公司的资源基础观点，我们研究了基于家族的品牌形象的提升如何影响竞争取向（客户与产品）和家族企业的公司绩效。将结构方程模型应用于从218家家族企业的领导者那里收集的调查数据，我们证明，建立基于家族的品牌形象可以通过以客户为中心的导向，间接地间接地提高公司的业绩（增长和盈利能力）。相反，通过以产品为中心的定位来利用基于家族的品牌标识的尝试不会影响公司的绩效。我们的结果表明，基于家族的品牌标识增强了家族企业说服顾客根据卖方的感知属性做出购买决定的能力。结果，我们为围绕如何优化家族与企业之间错综复杂的协同作用的讨论做出了贡献。

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