Publication Type

Journal Article

Publication Date

4-2013

Abstract

Family businesses have come back into style, says Joseph Astrachan, a professor at Kennesaw State University who specialises in family business. Astrachan’s research has found that in today’s economy, consumers tend to feel a personal connection with family-owned companies. When consumers understand that there are real people behind the brand, they find it easier to relate to the company. "Family businesses tend to be more trusted by consumers," he told Perspectives@SMU on the sidelines of the launch of the SMU Business Families Institute.

Keywords

family-owned businesses, branding

Disciplines

Business

Copyright Owner and Holder

Copyright © Singapore Management University 2013

Subject(s)

Family-owned business enterprises, Communication in management

Included in

Business Commons

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