Rodzinność firmy w percepcji konsumentów – scoping review

Firmy rodzinne stanowią zróżnicowaną grupę podmiotów. Niezależnie od różnic występujących pomiędzy poszczególnymi typami firm rodzinnych mają one wspólną cechę – unikalny zestaw zasobów określany terminem familiness, wynikający z interakcji pomiędzy systemem rodziny jako całości, poszczególnych członków rodziny i samego przedsiębiorstwa. Mimo że funkcjonowanie firm rodzinnych jest całkiem dobrze rozpoznane, to nadal można zidentyfikować obszary badawcze warte pogłębionej eksploracji. Celem artykułu jest: 1) systematyzacja wiedzy na temat rodzinności firmy w kontekście percepcji konsumentów, 2) wskazanie kierunków dalszych badań naukowych w obszarze relacji pomiędzy rodzinnym charakterem przedsiębiorstwa a postrzeganiem firmy przez konsumentów oraz 3) wypracowanie rekomendacji dla praktyków zarządzania firmami rodzinnymi. Aby osiągnąć postawione cele, zastosowano metodę przeglądu zakresu literatury – scoping review. Analizą objęto publikacje poświęcone przedsiębiorczości rodzinnej wyselekcjonowane z międzynarodowych baz danych. Z badań wynika, że rodzinność, będąca ważnym elementem wpływającym pozytywnie na percepcję przedsiębiorstwa i jego produktów przez konsumentów, stanowi znaczące źródło przewagi konkurencyjnej. Atrybut rodzinności powinien być zatem bardziej eksponowany w komunikacji marketingowej tych firm. Analiza wskazuje również, że dalsze badania powinny koncentrować się na: 1) zależności między percepcją firm rodzinnych a takimi zmiennymi jak: wiek konsumentów, ich płeć oraz styl życia i system wartości; 2) związku między postrzeganiem firm rodzinnych a nowymi trendami w zachowaniach konsumentów, 3) relacjami między percepcją przedsiębiorstw rodzinnych a postawami wobec tych podmiotów, 4) kontekście kulturowym percepcji firm rodzinnych.

Bibliografia/References

Alonso Dos Santos, M., Llanos Contreras, O., & Mahto, R. V. (2021). Marketing strategies in family firms. Journal of Small Business Strategy, 31(2), 1–5.

Anderson, S., Allen, P., Peckham, S. & Goodwin, N. (2008). Asking the right questions: Scoping studies in the commissioning of research on the organisation and delivery of health services. Health Research Policy and Systems, 6(1). https://doi.org/10.1186/1478-4505-6-7.

Andreini, D., Bettinelli, C., Pedeliento, G., i Apa, R. (2020). How do consumers see firms' family nature? A review of the literature. Family Business Review, 33(1), 18–37. https://doi.org/10.1177/0894486519890229

Aparicio, G., Ramos, E., Casillas, J.,C., & Iturralde, T. (2021). Family business research in the last decade. A bibliometric review. European Journal of Family Business, 11(1), 33–44. https://doi.org/10.24310/ejfbejfb.v11i1.12503

Astrachan, C. B., & Botero, I. C. (2018). „We are a family firm”: An exploration of the motives for communicating the family business brand. Journal of Family Business Management, 8(1), 3–15. https://doi.org/10.1108/JFBM-01-2017-0002

Astrachan, C. B., Botero, I. C., Astrachan, J. H., & Prügl, R. (2018). Branding the family firm: A review, integrative framework proposal, and research agenda. Journal of Family Business Strategy, 9(1), 3–15. https://doi.org/10.1016/j.jfbs.2018.01.002

Astrachan, C. B., Prügl, R., Hair Jr, J. F., & Babin, B. J. (2019). From family identity to family firm image and reputation: Exploring facets of the perception of family influence in branding, marketing, and other messaging. Journal of Family Business Strategy, 10(1), 1–68.

Bargoni, A., Alon, I., & Ferraris, A. (2023). A systematic review of family business and consumer behaviour. Journal of Business Research, 158, 113698, https://doi.org/10.1016/j.jbusres.2023.113698

Bargoni, A., Kliestik, T., Jabeen, F., & Santoro, G. (2023). Family firms' characteristics and consumer behaviour: An enquiry into millennials' purchase intention in the online channel. Journal of Business Research, 156(4), 113462. https://doi.org/10.1016/j.jbusres.2022.113462

Beck, S. (2016). Brand management research in family firms: A structured review and suggestions for further research. Journal of Family Business Management, 6(3), 225–250. https://doi.org/10.1108/JFBM-02-2016-0002

Beck, S., & Prügl, R. (2018). Family firm reputation and humanization: Consumers and the trust advantage of family firms under different conditions of brand familiarity. Family Business Review, 31(4), 460–482. https://doi.org/10.1177/0894486518792692

Bednarz, J., Bartosik-Purgat, M., Jastrzębski, T., & Cirella, G. T. (2022). Young consumer perception towards family firms: Relationship building and gender. Entrepreneurial Business and Economics Review, 10(1), 161–174. https://doi.org/10.15678/EBER.2022.100111

Binz, C., Hair, J. F. Jr, Pieper T. M., & Baldauf, A. (2013). Exploring the effect of distinct family firm reputation on consumers' preferences. Journal of Family Business Strategy, 3(1). https://doi.org/10.1016/j.jfbs.2012.12.004

Bitkowska, A., Moczydłowska, J. M., Leszczewska, K., Karasiewicz, K., Sadkowska, J., & Żelazko, B. (2022). Young consumers' perception of family firms versus their purchase intentions – the Polish experience. Sustainability, 14, 13879. https://doi.org/10.3390/su142113879

Botero, I. C., & Litchfield-Moore, S. R. (2021). Customer perceptions about family firms and their effects on customer behaviors. Journal of Small Business Strategy, 31(2), 19–35.

Budzyński, W. (2017). Public relations. Wizerunek. Reputacja. Tożsamość. Poltext.

Bugiera, K., Gierczak-Grupińska, K., & Tzoka-Stecka, E. (2018). Wizerunek firmy rodzinnej i przedsiębiorcy z firmy rodzinnej w świetle autorskich badań sondażowych. Kwartalnik Nauk o Przedsiębiorstwie, 1, 77–85.

Carrigan, M., & Buckley, J. (2008). 'What's so special about family business?' An exploratory study of UK and Irish consumer experiences of family businesses. International Journal of Consumer Studies, 32(6), 656–666.

Chaudhary, S., Dhir, A., Ferraris, A., & Bertoldi, B. (2021), Trust and reputation in family businesses: A systematic literature review of past achievements and future promises. Journal of Business Research, 137, 143–161. https://doi.org/10.1016/j.jbusres.2021.07.052

Chrisman, J. J., Chua J. H., & Steier, L. P. (2003). An introduction to theories of family business. Journal of Business Venturing, 18, 441–448. https://doi.org/10.1016/S0883-9026(03)00052-1

Chrisman, J. J., Kellermanns, F. W., Chan, K. C., & Liano, K. (2010). Intellectual foundations of current research in family business: An identification and review of 25 influential articles. Family Business Review, 23(1), 9–26. https://doi.org/10.1177/0894486509357920

Chylak, S., Głowik, P., & Sawicki, M. (2019). Scoping review w procesie tworzenia programu polityki zdrowotnej. https://power.aotm.gov.pl/static/Materialy/2.%20Scoping%20review%20w%20procesie%20tworzenia%20programu%20polityki%20zdrowotnej.pdf (pobrano 17.07.2023).

Colli, A. (2002). The History of Family Business 1850–2000, Cambridge University Press. https://doi.org/10.1017/CBO9780511615009

Combs, J. G., Shanine, K. K., Burrows, S., Allen, J. S., & Pounds, T. W. (2020). What do we know about business families? Setting the stage for leveraging family science theories. Family Business Review, 33(1), 38–63. https://doi.org/10.1177/0894486519863508

Cuevas Lizama, J., Llanos-Contreras, O., & Alonso Dos Santos, M. (2021). Reputation and identity in family firms: Current state and gaps for future research. Journal of Small Business Strategy, 31(2), 6–18.

Ćwiklicki, M. (2020). Metodyka przeglądu zakresu literatury (scoping review). W: A. Sopińska, & A. Modliński (red.), Współczesne zarządzanie – koncepcje i wyzwania (53–68). Oficyna Wydawnicza SGH.

D'Angelo, A., Majocchi, A., & Buck, T. (2016). External managers, family ownership and the scope of SME internationalization. Journal of World Business, 51(4), 534–547. https://doi.org/10.1016/j.jwb.2016.01.004

Dang, V. T., Nguyen, N., & Wang, J. (2020). Consumers' perceptions and responses towards online retailers' CSR. International Journal of Retail & Distribution Management, 48(12), 1277–1299. https://doi.org/10.1108/IJRDM-10-2019-0339

Daspit, J. J., Chrisman, J. J., Ashton, T., & Evangelopoulos, N. (2021). Family firm heterogeneity: A definition, common themes, scholarly progress, and directions forward. Family Business Review, 34(3), 296–322. https://doi.org/10.1177/08944865211008350

Debicki, B. J., Matherne III, C. F., Kellermanns, F. W., & Chrisman J. J. (2009). Family business research in the New Millennium. Family Business Review, 22(2), 151–166. https://doi.org/10.1177/0894486509333598

Dyer, G. W. (2006). Examining the "family effect" on firm performance. Family Business Review, 19(4), 253–273.

Feito-Ruiz, I., & Menéndez-Requejo, S. (2010). Family firm mergers and acquisitions in different legal environments. Family Business Review, 23, 60–75.

Galvagno, M., Pisano, V., & Strano S. M. (2023). Family business branding from a signaling theory perspective: An integrative framework. Journal of Product & Brand Management, 32(5), 681–696. https://doi.org/10.1108/JPBM-12-2021-3758

Garrido-Morgado, Á., González-Benito, Ó., & Martos-Partal, M. (2016). Influence of customer quality perception on the effectiveness of commercial stimuli for electronic products. Frontiers in Psychology, 7, 336.

Gedajlovic, E., Carney, M., Chrisman, J. J., & Kellermanns F. W. (2012). The adolescence of family firm research: Taking stock and planning for the future. Journal of Management, 38(4), 1010–1037. https://doi.org/10.1177/0149206311429

Gołata, K. (2014). Wizerunek prywatnego przedsiębiorcy w okresie kryzysu ekonomicznego. Studia Ekonomiczne, (185), 164–174.

Grant, M. J., & Booth, A. (2009). A typology of reviews: An analysis of 14 review types and associated methodologies. Health Information & Libraries Journal, 26(2), 91–108.

Habbershon, T. G., & Williams, M. L. (1999). A resource-based framework for assessing the strategic advantages of family firms. Family Business Review, 12(1), 1–25.

Habbershon, T. G., Williams, M., & MacMillan, I. C. (2003). A unified systems perspective of family firm performance. Journal of Business Venturing, 18, 451–465.

Ibánez, M. J., Alonso Dos Santos, M., & Llanos-Contreras, O. (2022). Transmission of family identity and consumer response: Do consumers recognize family firms? International Journal of Entrepreneurial Behavior & Research, 28(1), 6–25. https://doi.org/10.1108/ijebr-05-2021-0401

Irava, W. J. (2009). Familiness Qualities, Entrepreneurial Orientation and Long-term Performance Advantage. Bond University, Queensland.

Jaskiewicz, P., Combs, J. G., Shanine, K. K., & Kacmar, K. M. (2017). Introducing the family: A review of family science with implications for management research. Academy of Management Annals, 11(1), 309–341. https://doi.org/10.5465/annals.2014.0053

Jaufenthaler, P. (2023). Beauty lies in the eye of the beholder: Consumers' and jobseekers' interpretations of the family business brand. Journal of Product & Brand Management, 32(5). https://doi.org/https://doi.org/10.1108/JPBM-11-2021-3741

Kellermanns, W. F., Eddleston, K. A., Barnett, T., & Pearson, A. (2008). An exploratory study of family business family member characteristics and involvement: Effects on entrepreneurial behavior in the family firm. Family Business Review, 21(1), 1–14.

Klein S. B. (2008). Commentary and extension: Moderating the outcome of identity confirmation in family firms. Entrepreneurship Theory and Practice, 32, 1083–1085.

Köhr, C. K., Corsi, A. M., & Capitello, R. (2021). Decoding the chain of effects of family firm image on consumer behaviour. Journal of Consumer Behaviour, 20(5), 1228–1242, https://doi.org/10.1002/cb.1932

Koładkiewicz, I., & Wojtyra, M. (2016): Firmy rodzinne w Polsce. Co już wiemy, a czego jeszcze chcielibyśmy się dowiedzieć? Przegląd wyników badań. Przedsiębiorczość i Zarządzanie, (6), cz. II, 121–145.

Korneta, P. A., & Lotko, A. (2021), Determinanty i modele zachowań konsumenta. Wnioski z przeglądu literatury. Marketing i Rynek, (9), 3–13. https://doi.org/10.33226/1231-7853.2021.9.1

Leszczewska, K. (2017). Wpływ rodziny na prowadzenie przedsiębiorstwa rodzinnego (na podstawie badań polskich firm rodzinnych). Przedsiębiorczość i Zarządzanie, (6), część II, 9–28.

Lude, M., & Prügl, R. (2018). Why the family business brand matters: Brand authenticity and the family firm trust inference. Journal of Business Research, 89, 121–134. https://doi.org/10.1016/j.jbusres.2018.03.040

Mays, N., Roberts E., & Popay, J. (2001). Synthesising research evidence. W: P. Allen, N. Black, A. Clarke, N. Fulop, & S. Anderson (Eds.), Studying the Organisation and Delivery of Health Services. Research Methods (188–220). Routledge.

Mazur, J. (2019). Czy przedsiębiorstwa praktykują dialog z interesariuszami, tak jak to deklarują? Marketing i Rynek, (1), 3–13.

Mühlebach, C. (2013). Familiness als Basis von Wettbewerbsvorteilen, 1–24. http://www.forrer-lombriser.ch/fileadmin/user_upload/tagungen/KMU_ERFA_130625/ERFA_2013 _Muehlebach_Apax_insight_CM.pdf (pobrano 4.07.2023).

Nikodemska-Wołowik, A. M., & Bednarz, J. (2019). Family enterprises in the context of consumer ethnocentrism and relationship-building. Problemy Zarządzania – Management Issues, (1/81), 77–92.

Nikodemska-Wołowik, A. M., Bednarz, J., Wach, D., Little, J. P., & Kubik M. A. (2020). Building aware and unaware consumers' trust towards family business: Evidence from Poland. Entrepreneurial Business and Economics Review, 8(3), 135–154. https://doi.org/10.15678/EBER.2020.080308

Okoroafo, S. C., & Koh, A. (2009). The impact of the marketing activities of family owned businesses on consumer purchase intentions. International Journal of Business and Management, 4(10), 3–13.

Oluwatosin, A. K. (2020). Relationship between consumer behaviour and branding in selected family business in Lagos State [master’s thesis], Griffith College. https://go.griffith.ie/333/1/Kehinde%20Oluwatosin%20Ajibowu.pdf (pobrano 17.07.2023).

Orth, U. R., & Green. T. (2009). Consumer loyalty to family versus non-family business: The roles of store image, trust and satisfaction. Journal of Retailing & Consumer Services, 16(4), 248–259. https://doi.org/10.1016/j.jretconser.2008.12.002

Pearson, A. W., Carr, J. C., & Shaw, J. C. (2008). Toward a theory of familiness: A social capital perspective. Entrepreneurship: Theory & Practice, 32(6), 949–969.

Peters, M., Godfrey, C., Khalil, H., McInerney, P., Parker, D., & Soares, C., (2015). Guidance for conducting systematic scoping reviews. International Journal of Evidence-Based Healthcare, 13(3), 141–146.

Peterson, J., Pearce, P. F., Ferguson L. A., & Langford, C. A. (2017). Understanding scoping reviews: Definition, purpose, and process. Journal of the American Association of Nurse Practitioners, 29(1), 12–16. https://doi.org/10.1002/2327-6924.12380

PwC. (2021). 10th Global Family Business Survey: From trust to impact. Why family businesses need to act now to ensure their legacy tomorrow. https://www.pwc.com/gx/en/family-business-services/family-business-survey-2021/pwc-family-business-survey-2021.pdf

PwC. (2023). June 2023 Global Consumer Insights Pulse Survey. Decision points: Sharpening the pre-purchase consumer experience. https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-survey.html

Rajan, B., Salunkhe, U., & Kumar, V. (2023). Understanding customer engagement in family firms: A conceptual framework. Journal of Business Research, 154, 113342. https://doi.org/10.1016/j.jbusres.2022.113342

Ramadani, V., & Hoy, F. (2015). Context and uniqueness of family businesses. W: L. P. Dana, & V. Ramadani (Eds), Family Businesses in Transition Economies (9–38). Springer. https://doi.org/10.1007/978-3-319-14209-8_2

Ramadani, V., Memili, E., Palalić, R., & Chang, E. P. C. (2020). Entrepreneurial family businesses. Innovation, governance, and succession. W: Springer Texts in Business and Economics, 1–28. https://doi.org/10.1007/978-3-030-47778-3_1

Rauschendorfer, N., Prügl, R., & Lude, M. (2022). Love is in the air. Consumers' perception of products from firms signaling their family nature. Psychology & Marketing, 39(1), 239–249. https://doi.org/10.1002/mar.21592

Rovellii, P., Ferasso, M., De Massis, A., & Kraus, S. (2022). Thirty years of research in family business journals: Status quo and future directions. Journal of Family Business Strategy, 13(3), 100442.

Sageder, M., Mitter, Ch., & Feldbauer-Durstmuller, B. (2018). Image and reputation of family firms: A systematic literature review of the state of research. Review of Managerial Science, 12(1), 335–377. https://doi.org/10.1007/s11846-016-0216-x

Sak-Skowron, M., & Persona, M. (2017). Wpływ świadomości ceny na spostrzeganie produktu ? badania quasi-eksperymentalne na przykładzie czerwonego wina. Marketing i Zarządzanie, 3(49), 245–258.

Sanak-Kosmowska, K. (2023). Zniekształcenia i błędy poznawcze a zachowania zakupowe konsumentów – wyniki analizy bibliometrycznej publikacji indeksowanych w bazach Scopus oraz Web of Science. Studia i Prace Kolegium Zarządzania i Finansów SGH, 188, 63–81.

Schellong, M., Kraiczy, N. D., Malär, L., & Hack, A. (2019). Family firm brands, perceptions of doing good, and consumer happiness. Entrepreneurship: Theory and Practice, 43(5), 921–946. https://doi.org/10.1177/1042258717754202

Schivinski, B., & Dąbrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214, https://doi.org/10.1080/13527266.2013.871323

Schwass, J., & Glemser, A. C. (2016). The Nature of Family Business. W: Wise Family Business (31–55). Palgrave Macmillan. https://doi.org/10.1057/978-1-137-58600-1_3

Sharma, P. (2004). An overview of the field of family business studies: Current status and directions for the future. Family Business Review, 17(1), 1–36.

Sharma, P., Chrisman, J. J, Chua, J., & Steier, L. P. (2020). Family Firm Behavior From a Psychological Perspective. Entrepreneurship: Theory and Practice, 44(1), 3–19. https://doi.org/10.1177/1042258719879675

Sharma, P., Chrisman, J. J., & Gersick, K. E. (2012). 25 Years of Family Business Review: Reflections on the Past and Perspectives for the Future. Family Business Review, 25(1), 5–15.

Shen, A., & Tikoo, S. (2021). Family business identity, consumer product evaluations and firm size. Journal of Product & Brand Management, 30(7), 937–948.

Sindhu, M., Saleem, I., & Arshad, M. (2021). When do family brand personalities lead to brand loyalty? A study of family-owned fashion retailers in Pakistan. Global Business and Organizational Excellence, 40(6), 6–16. https://doi.org/10.1002/joe.22133

Widelska, U. (2020). Orientacja na klienta z perspektywy menedżerów najwyższego szczebla. Marketing i Rynek, (11), 3–11. https://doi.org/10.33226/1231-7853.2020.11.1

Woleński, J. (2017). Percepcja, czyli spostrzeganie. Filozofuj, 2(14), 6–12.

van Wyk, R. (2012). Constrictive vs. distinctive familiness and the culturing of familiness capital (FamCap). African Journal of Business Management, 6(36), 9892–9900.