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To Conceal or to Reveal? Antecedents of Ethnic Minority Family Businesses’ Use of Ethnic Branding

Year: 2024

Type: article

Abstract: The family business branding literature identifies numerous benefits to communicating family ownership. However, existing studies have omitted ethnic minority family businesses (EMFB), which present unique identity and cultural considerations. We examine potential antecedents to EMFB use of ethnic branding, which features their ethnicity within marketing communications. The study establishes a significant positive relationship between EMFB owners’ ethnic identification and socioemotional wealth (SEW), and between EMFB owners’ SEW and ethnic branding usage. Product ethnicity moderates the latter relationship such that a match between product ethnicity and EMFB ethnicity increases the likelihood of ethnic branding. Managerial and theoretical implications are further discussed.

Source: Journal of Business Diversity

DOI: 10.33423/jbd.v24i3.7322

Authors: Monique L. Bell, Fernando Parra, McDowell Porter III, W. Keith Story

Institutions: California State University, Fresno, Mississippi State University

Language: English

Topic: Family Business Performance and Succession

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Reduced inequalities

Open Access status: bronze

OpenAlex ID: W4404014702

FWCI:

Cites: 88

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Related to: 10