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dc.contributor.advisorKansikas, Juha
dc.contributor.authorElbanna, Karim
dc.contributor.authorHakala, Henna-Leena
dc.date.accessioned2017-06-14T10:19:23Z
dc.date.available2017-06-14T10:19:23Z
dc.date.issued2017
dc.identifier.otheroai:jykdok.linneanet.fi:1863624
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/54489
dc.description.abstractScholars suggest that family-owned businesses can capitalize on their family ties by promoting the fact that they are family-owned in their marketing communications. Existing research suggests that promoting the familial component of a family-owned business can evoke positive associations with the business' stakeholders, increase employee loyalty and motivation, and be a source of competitive advantage against non-family businesses. Although there is an increasing awareness that family-owned businesses can benefit from promoting the fact that they are family-owned in their marketing and branding efforts, very little literature exists on how such a strategy is effectively implemented. By applying qualitative research methods, this study aims to determine how small to medium-sized Finnish family-owned businesses promote the familial component of their business in their branding strategies, why they do so, and how communicating a family-based brand is seen by the company communicating it and its stakeholders. In this study, the data was collected by conducting eight in-depth interviews, seven of which were conducted with informants from small to medium-sized Finnish family-owned businesses, and one with a marketing specialist from a branding agency. The findings of this study suggest that a family-based brand identity can be effectively communicated through oral discussion, and by creating a family-like atmosphere at the workplace. The findings reveal that a family-based brand identity promotes trust and creates close and loyal relations with stakeholders of the company projecting it, and that it can positively affect employee motivation and loyalty, especially when companies promote a family-like atmosphere at the workplace. This study provides managerial implications regarding strategies family-owned businesses can utilize to communicate a family-based brand identity and enhance the benefits it creates for the business and its employees. In addition, future research opportunities are discussed and presented.en
dc.format.extent1 verkkoaineisto (87 sivua)
dc.language.isoeng
dc.rightsJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rightsThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.subject.otherFamily business
dc.subject.otherfamily business branding
dc.subject.otherfamily-based brand identity
dc.subject.otherfamilial component
dc.subject.otherfamiliness
dc.titleFamily business branding : communicating a family-based brand identity
dc.title.alternativeCommunicating a family-based brand identity
dc.identifier.urnURN:NBN:fi:jyu-201706142862
dc.type.ontasotPro gradufi
dc.type.ontasotMaster's thesisen
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosBusiness and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.oppiaineYrittäjyysfi
dc.contributor.oppiaineEntrepreneurshipen
dc.date.updated2017-06-14T10:19:23Z
dc.rights.accesslevelopenAccessfi
dc.contributor.oppiainekoodi20422
dc.subject.ysoperheyritykset
dc.subject.ysobrändäys
dc.subject.ysoyrityskuva
dc.subject.ysomarkkinointiviestintä
dc.rights.accessrightsAineistoon pääsyä on rajoitettu tekijänoikeussyistä. Aineisto on luettavissa Jyväskylän yliopiston kirjaston arkistotyöasemalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat.fi
dc.rights.accessrightsThis material has a restricted access due to copyright reasons. It can be read at the workstation at Jyväskylä University Library reserved for the use of archival materials: https://kirjasto.jyu.fi/en/workspaces/facilities.en


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