Philipp Jaufenthaler
Public Member
Member Since:
December 7, 2023
Authored Resources
Perceptions of Family Firms Vary by Country: Why This Matters
33147 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
1219116 viewsBeing a family firm enhances a brand's local appeal and influences consumer purchasing behaviors.
How CSR Shapes the Power of Family Business Branding
28846 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.
When Family Business Reputation Helps—and When It Hurts
299 viewsFamily firms often enjoy strong consumer goodwill, until they engage in deliberate misconduct -- when higher expectations can produce deeper disappointment and sharper backlash.