Purpose The purpose of this paper is to highlight the relevance of conducting brand management research in a family … perception are depicted. Afterwards the literature considering brand management research in family firms is reviewed … the effects of being a family firm on the organization and its stakeholders highlights the relevance of conducting brand …

Purpose – The identity of brand, from the perspective of consumers, is the foundation of a good brand‐building program …. Effective brand management encompassing brand personality is of paramount importance in reaching the overall company goals of … satisfaction, loyalty, and profitability. Advertising effectiveness can be measured by brand and advertising evaluations. The …