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
Licece/Creative Commons Licence
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Subject(s)
Family-owned business enterprises, Communication in management
Citation
Singapore Management University.
Family Business: Back in Fashion. (2013).
Available at: https://ink.library.smu.edu.sg/pers/25