Family-owned Corporate Brand Identity from an Internal Branding Perspective: Scale Conceptualization and Validation
Published online on December 31, 2025
Abstract
Global Business Review, Ahead of Print.
There is extant literature to explore corporate branding; however, how family business owners, particularly of the brands located in the collectivist Asian region, make sense of their family-owned corporate brand identity (FCBI) is widely missing. In line ...
There is extant literature to explore corporate branding; however, how family business owners, particularly of the brands located in the collectivist Asian region, make sense of their family-owned corporate brand identity (FCBI) is widely missing. In line ...