Philipp Jaufenthaler
Public Member
Member Since:
December 7, 2023
Authored Resources
Perceptions of Family Firms Vary by Country: Why This Matters
33048 viewsFirms that signal they are family-run are usually seen as better quality and enjoy higher levels of trust, except in places like India where they're everywhere.
Consumers Love Local Brands. That's Good News For Family Businesses
1114241 viewsBeing a family firm enhances a brand's local appeal and influences consumer purchasing behaviors.
How CSR Shapes the Power of Family Business Branding
28771 viewsBeing family-owned or socially responsible endears a business to consumers. Having both attributes mutes the impact of family ownership, and requires a different branding strategy.