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

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

Connie Atristain-Suárez
Copyright: © 2020 |Pages: 22
ISBN13: 9781799822691|ISBN10: 1799822699|ISBN13 Softcover: 9781799822707|EISBN13: 9781799822714
DOI: 10.4018/978-1-7998-2269-1.ch015
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MLA

Atristain-Suárez, Connie. "Family Business Firms' Branding: Managing Strategic Attributes That Influence Millennial Consumer Behavior." Handbook of Research on the Strategic Management of Family Businesses, edited by Jesús Manuel Palma-Ruiz, et al., IGI Global, 2020, pp. 322-343. https://doi.org/10.4018/978-1-7998-2269-1.ch015

APA

Atristain-Suárez, C. (2020). Family Business Firms' Branding: Managing Strategic Attributes That Influence Millennial Consumer Behavior. In J. Palma-Ruiz, I. Barros-Contreras, & L. Gnan (Eds.), Handbook of Research on the Strategic Management of Family Businesses (pp. 322-343). IGI Global. https://doi.org/10.4018/978-1-7998-2269-1.ch015

Chicago

Atristain-Suárez, Connie. "Family Business Firms' Branding: Managing Strategic Attributes That Influence Millennial Consumer Behavior." In Handbook of Research on the Strategic Management of Family Businesses, edited by Jesús Manuel Palma-Ruiz, Ismael Barros-Contreras, and Luca Gnan, 322-343. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-2269-1.ch015

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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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