Falling from grace:Family-based brands amidst scandals

Rondi, Emanuela and Benedetti, C and Bettinelli, C and De Massis, Alfredo (2023) Falling from grace:Family-based brands amidst scandals. Journal of Business Research, 157. ISSN 0148-2963

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Family firms often adopt brand strategies based on their family status to convey messages of ethics and integrity to their external stakeholders. Research has highlighted the positive influence that family-based brands exert on corporate reputation and related organizational outcomes, yet they may become a liability in circumstances of scandals. In this study, we disentangle the complex landscape of scandals in family firms by conceptually developing a typology corroborated with illustrative cases. Moreover, we explore the consequential effects of scandals on family-based brands and possible redressive strategies implemented in the aftermath of scandals outbreaks. While previous work has mainly seen family-based branding as an edge, our study examines its drawbacks under circumstances of scandals and offers a springboard to further develop this line of inquiry.

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Journal Article
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Journal of Business Research
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09 Mar 2023 13:55
Last Modified:
17 Sep 2023 03:25