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

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F24%3APU154995" target="_blank" >RIV/00216305:26510/24:PU154995 - isvavai.cz</a>

Výsledek na webu

<a href="https://digilib.k.utb.cz/bitstream/handle/10563/56800/fafilek_dokbat_2024_sborn%c3%adk.pdf?sequence=1&isAllowed=y" target="_blank" >https://digilib.k.utb.cz/bitstream/handle/10563/56800/fafilek_dokbat_2024_sborn%c3%adk.pdf?sequence=1&isAllowed=y</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

O - Ostatní výsledky

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů