Claiming a family brand identity: The role of website storytelling |
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Authors: | Bonnie F Canziani Dianne HB Welsh Léo-Paul Dana Veland Ramadani |
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Institution: | 1. University of North Carolina, Greensboro;2. Montpellier Business School, Montpellier Research in Management;3. South-East European University, North Macedonia |
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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. |
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Keywords: | brand identity family storytelling website winery identité de marque famille site web la narration établissement vinicole |
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