<abstract xmlns="http://www.w3.org/1999/xhtml"><p>One of the key elements for family business success lies in the fact that they are being perceived as companies' part of the community with an approachable image, projecting a human figure, and contributing to the local economy. Nowadays, brands are not only offering functional but also emotional benefits, seeking to be distinguished as generating positive experiences. Family businesses are being associated with the socially emerging values of modern branding. Family companies have been traditionally recognized for their trustworthiness and integrity, but now they must pay more attention to their image and to develop an intelligent strategy to protect it and the company's reputation since it is an intangible asset, recognized and assessed by the stakeholders. The family business image and reputation are influencing the companies both financial and non-financial factors, these relations being the subject of several studies. This paper's purpose is to explore the knowledge surrounding these constructs and to integrate the findings into a more comprehensive model of the influencing factors and their relationships.</p></abstract>

One of the key elements for family business success lies in the fact that they are being perceived as companies' part of the community with an approachable image, projecting a human figure, and contributing to the local economy. Nowadays, brands are not only offering functional but also emotional benefits, seeking to be distinguished as generating positive experiences. Family businesses are being associated with the socially emerging values of modern branding. Family companies have been traditionally recognized for their trustworthiness and integrity, but now they must pay more attention to their image and to develop an intelligent strategy to protect it and the company's reputation since it is an intangible asset, recognized and assessed by the stakeholders. The family business image and reputation are influencing the companies both financial and non-financial factors, these relations being the subject of several studies. This paper's purpose is to explore the knowledge surrounding these constructs and to integrate the findings into a more comprehensive model of the influencing factors and their relationships.

Family Business Image and Reputation. A Model of the Influencing Factors, Actions, and Effects

National University of Political Studies and Public Administration

Management Dynamics in the Knowledge Economy

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

One of the key elements for family business success lies in the fact that they are being perceived as companies' part of the community with an approachable...

Family Business Image and Reputation. A Model of the Influencing Factors, Actions, and Effects

Published Online: Mar 31, 2020

Page range: 503 - 519

Received: Sep 10, 2019

Accepted: Nov 11, 2019

DOI: https://doi.org/10.25019/mdke/7.4.04

Keywords
family business, image, reputation, corporate communication

© 2019 Adrian Motoc, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Family Business Image and Reputation. A Model of the Influencing Factors, Actions, and Effects

Published Online: Mar 31, 2020

Page range: 503 - 519

Received: Sep 10, 2019

Accepted: Nov 11, 2019

DOI: https://doi.org/10.25019/mdke/7.4.04

Keywordsfamily business, image, reputation, corporate communication

© 2019 Adrian Motoc, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
family business, image, reputation, corporate communication