Detail publikace

LINKING THE AAKER MODEL OF BRAND EQUITY WITH THE SEW MODEL (SOCIOEMOTIONAL WEALTH) IN FAMILY BUSINESSES

STRAKOVÁ, I. ANDRÝSKOVÁ, J.

Originální název

LINKING THE AAKER MODEL OF BRAND EQUITY WITH THE SEW MODEL (SOCIOEMOTIONAL WEALTH) IN FAMILY BUSINESSES

Typ

článek ve sborníku mimo WoS a Scopus

Jazyk

angličtina

Originální abstrakt

The aim of this paper is to define an approach to the development of family businesses in different industries by linking Aaker's brand equity model and the SEW model. Family businesses have specific characteristics that influence their strategy, values, and goals. Linking the emotional side of the family with the rationality of the business presents a unique challenge and scope for academic research. This article focuses on the family construction business, the family gastronomy business, and the family winery. Primary research was conducted using a qualitative method through a comparative study of these selected family businesses. The methodology involves data collection through semi-structured interviews. The interviews were based on a questionnaire filled in by the business owners, who were then interviewed. An analysis of the current state of scientific knowledge revealed that family businesses have specific needs and challenges that require a tailored approach to brand and socio-economic wealth development. Research findings show that linking Aaker's brand equity model with the SEW model can make a significant contribution to the development of family businesses. Case studies of individual companies showed how these models influenced their strategies and goals. Comparative analysis revealed differences and similarities between the construction, hospitality, and wine industries in the context of family businesses. In conclusion, this article provides new insights into the development of family businesses and offers practical implications for their future growth and success. Combining the emotional and rational sides of entrepreneurship can give family businesses a competitive advantage and promote their longterm success.

Klíčová slova

family businesses, brand equity, socioemotional wealth, building industry, gastronomy, wine industry introduction

Autoři

STRAKOVÁ, I.; ANDRÝSKOVÁ, J.

Vydáno

12. 12. 2024

Nakladatel

Tomas Bata University

Místo

Zlín

ISBN

978-80-7678-288-4

Kniha

DOKBAT 2024 - 20th International Bata Conference for Ph.D. Students and Young Researchers

Edice

First edition

Číslo edice

First edition

Strany od

231

Strany do

246

Strany počet

16

URL

https://digilib.k.utb.cz/bitstream/handle/10563/56800/fafilek_dokbat_2024_sborn%c3%adk.pdf?sequence=1&isAllowed=y

BibTex

@inproceedings{BUT193789,
  author="Iva {Straková} and Jana {Andrýsková}",
  title="LINKING THE AAKER MODEL OF BRAND EQUITY WITH THE SEW MODEL (SOCIOEMOTIONAL WEALTH) IN FAMILY BUSINESSES",
  booktitle="DOKBAT 2024 - 20th International Bata Conference for Ph.D. Students 
and Young Researchers",
  year="2024",
  series="First edition",
  number="First edition",
  pages="231--246",
  publisher="Tomas Bata University",
  address="Zlín",
  doi="10.7441/dokbat.2024.18",
  isbn="978-80-7678-288-4",
  url="https://digilib.k.utb.cz/bitstream/handle/10563/56800/fafilek_dokbat_2024_sborn%c3%adk.pdf?sequence=1&isAllowed=y"
}