The family business brand : investigating its effects and associations

This diploma thesis is assessing the associative landscape of the term “family business” in Germany, India and the USA, aiming for a comprehensive picture of the perception of this unique type of firm. The study applies the free association technique in extracting peoples associations and includes a valence rating on a 7-point scale. The collected data is analysed in detail and shows that the three countries under investigation share aspects in perception concerning family businesses elevated relational qualities, high service- and product-quality and moreover that participants reflect positively on working in a family business. On the other hand, this research uncovers significant differences in perception between eastern and western countries. As such, the evolutionary status of the economy might affect the reputation of family businesses with references of traditionality being much more pronounced in westerly countries, while for the emerging economy India associations indicating elevated monetary performance and growth were common. Also, some of the associative insights from existent research, such as smallness and local reach, are shown not to be of equal relevance in different cultural environments. Conclusively, in merit of the overall positively valued and rich associative landscape, family firms are argued to be able to benefit from this inherent reputational resource, if the origins are revealed.
Fabian Jenewein
Universität Innsbruck, Diplomarbeit, 2020
(VLID)5556668