Family Business Firms' Branding: Managing Strategic Attributes That Influence Millennial Consumer Behavior

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Author(s): Connie Atristain-Suárez (Universidad Panamericana, Mexico)
Copyright: 2020
Pages: 22
Source title: Handbook of Research on the Strategic Management of Family Businesses
Source Author(s)/Editor(s): Jesús Manuel Palma-Ruiz (Universidad Autónoma de Chihuahua, Mexico), Ismael Barros-Contreras (Universidad Austral de Chile, Chile)and Luca Gnan (University of Rome "Tor Vergata", Italy)
DOI: 10.4018/978-1-7998-2269-1.ch015

Keywords: Business & Management / Business Science Reference / Entrepreneurship & Innovation / Small and Medium Enterprises

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Abstract

Company decision making tends to center on Millennials, particularly because they represent a significantly large market with many behavioral characteristics and patterns that elude organizational leaders. Family business scholars have not yet delved into this contemporary phenomenon, which is relevant due to shared similarities between millennials and family businesses' values/beliefs. That said, are family business firm (FBF) branding efforts influencing Millennial consumers' behavior? If so, what FBF branding attributes drive Millennial purchase decision-making? This chapter provides insights on FBF branding, with a global presence, and the attributes driving millennials to patronize these firms, and includes quantitative and qualitative analysis and discussion on a conceptual model.

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Family Business Firms' Branding: Managing Strategic Attributes That Influence Millennial Consumer Behavior

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