Factors Affecting the Brand of Family Companies in Iran

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Abedzadeh, Abed | 2018

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Type of Document: M.Sc. Thesis
Language: Farsi
Document No: 51466 (44)
University: Sharif University of Technology
Department: Management and Economics
Advisor(s): Karami, Nasser
Abstract:
Although management literature about branding and family companies is very productive and rich separately, but branding is a subject in family enterprises that have been discussed in less literature. Depending on the different nature they have, family firms face different needs and challenges and else. On the other hand, demand different responses for similar needs with other companies. It seems that branding in family companies is one of the common needs in family firms which have a different response from non - family firms. In order to answer the question, what are the specific factors of family firms that affect the brand of family companies, the present research has been done. According to the purpose of this research, we chose a qualitative content analysis method for this research and after semi - structured interviews conducted with the managers and marketing managers of iranian companies, we analyzed the results of it with the approach of content analysis and concept analysis
Keywords:
Brand ; Family Firm ; Content Analysis ; Branding ; Family Identify ; Intangible Resources

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