Back to the Roots: Re-Discovery of Family Firm Brand
Abstract
Independent, small retailers are increasingly coming under pressure due to multiple crisis and strong global competition online and offline. The study at hand investigates if a family based brand strategy helps to create a greater resilience in this market environment. Using a case study approach with an embedded single-case design, we explore the transition of a former franchise brand store into a family based branded store. Doing so, we show that the repositioning to a family firm brand has achieved clear improvements in terms image (based on location, assortment, price, staff), satisfaction and loyalty. It can therefore be assumed ...
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