Claiming a family brand identity: The role of website storytelling
- UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
- Bonnie M. Canziani, Associate Professor (Creator)
- Dianne H.B. Welsh, Distinguished Professor of Entrepreneurship (Creator)
- Institution
- The University of North Carolina at Greensboro (UNCG )
- Web Site: http://library.uncg.edu/
Abstract: This study focuses on the creation of a family identity as a central communication objective in business storytelling. We contribute to the field of business website marketing by identifying, through textual analysis of US winery website narratives, how businesses communicate family brand identities. Results show that three claims that are critical for family brand identities—character, temporal continuity, and distinctiveness—do appear in the website texts. Our study provides beginning evidence that family identity does not require family ownership alone but can be built upon complementary narrative elements and tactics, including kinship references and heritage storytelling. Both content and linguistic style of narratives are useful in conveying a family brand identity to an external public for website design. Implications are discussed.
Claiming a family brand identity: The role of website storytelling
PDF (Portable Document Format)
689 KB
Created on 3/31/2020
Views: 1914
Additional Information
- Publication
- Canadian Journal of Administrative Sciences, 37(1)
- Language: English
- Date: 2019
- Keywords
- brand identity, family, storytelling, website, winery