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Family business branding from a signaling theory perspective: an integrative framework

Marco Galvagno (Department of Economics and Business, University of Catania, Catania, Italy)
Vincenzo Pisano (Department of Economics and Business, University of Catania, Catania, Italy)
Sonia M. Strano (Department of Economics and Business, University of Catania, Catania, Italy)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 8 November 2022

Issue publication date: 26 June 2023

625

Abstract

Purpose

This study aims to review family business branding research, elaborate a new framework integrating family business branding and corporate brand management literature and finally identify future research directions.

Design/methodology/approach

A bibliometric analysis was conducted to present the main research topics within family business branding.

Findings

The contributions of this study are threefold. First, this study maps the main themes of family business branding research and highlights its fragmented nature. Second, this study proposes an overarching framework based on signaling theory, attempts to bridge the family business branding and corporate brand management literature and provides a lead for future research. Third, this study stresses the role of brand construct in family business branding.

Originality/value

This study represents an important step in the identification of a new theoretical framework that best fits the investigation of family business branding.

Keywords

Acknowledgements

The authors are grateful to the guest editors for their guidance and three anonymous reviewers for their insightful and developmental feedback.

Citation

Galvagno, M., Pisano, V. and Strano, S.M. (2023), "Family business branding from a signaling theory perspective: an integrative framework", Journal of Product & Brand Management, Vol. 32 No. 5, pp. 681-696. https://doi.org/10.1108/JPBM-12-2021-3758

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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