Young Consumer Perception Towards Family Firms : Relationship Building and Gender

• Autorzy: Joanna Bednarz , Małgorzata Bartosik-Purgat , Tomasz Jastrzębski , Giuseppe T. Cirella
• Języki publikacji: EN

Abstrakty

EN

Objective: The objective of the article is to investigate young consumer perception of family firms (FFs) used in the process of relationship building. It also stresses the importance of gender roles within this representative group.
Research Design & Methods: Following a literature review, a quantitative survey on a statistically representative random-cluster sample of 237 Generation Z consumers was conducted in the latter half of 2017 in Poland. The computer-assisted web interviewing method was used, and factor analysis was applied.
Findings: Results indicate that young consumers perceived FFs as reliable, long-term businesses with a humancentred approach to clients. Tradition was the attribute that distinguished FFs on the market. Gender differences played an important role in the perception of FFs.
Implications & Recommendations: Further research should consider the influencing factors for families from external influencers. This research initiates the process of influencing young customers and can lead to a model development that would describe the specifics of Generation Z in FFs.
Contribution & Value Added: The study should be considered a framework for identifying ways to achieve competitive advantage of family-owned companies. From a practical perspective, this is an important implication for FFs' owners and marketing managers who have noticed a growing concern of an aging target population. (original abstract)

Słowa kluczowe

EN

Small business; Family-owned business; Consumer behaviour

PL

Małe i średnie przedsiębiorstwa; Przedsiębiorstwo rodzinne; Zachowania konsumenta

• Czasopismo: Entrepreneurial Business and Economics Review
• Rocznik: 2022
• Tom: 10
• Numer: nr 1
• Strony: 161--174

Twórcy

autor

Joanna Bednarz

• University of Gdansk, Poland

autor

Małgorzata Bartosik-Purgat

• Poznań University of Economics, Poland

autor

Tomasz Jastrzębski

• University of Gdańsk, Poland

autor

Giuseppe T. Cirella

• University of Gdańsk, Poland

Bibliografia

• Alonso, A.D., Kok, S., & O'Shea, M. (2018). Family Businesses and Adaptation: A Dynamic Capabilities Approach. Journal of Family and Economic Issues, 39, 683-698. https://doi.org/10.1007/s10834-018-9586-3
• Alonso Dos Santos, M., Llanos Contreras, O., Calabuig Moreno, F., & Augusto Felicio, J. (2020). Should a family firm communicate their family identity and country of origin? A cross-cultural study from Chile and Spain. Inter-national Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-01-2020-0027.
• Anantatmula, V.S., & Shrivastav, B. (2012). Evolution of project teams for Generation Y workforce. International Journal of Managing Projects in Business, 5(1), 9-26.
• Andersen, P.H. (2001). Relationship development and marketing communication: An integrative model. Journal of Business & Industrial Marketing, 16(3), 167-182. https://doi.org/10.1108/08858620110389786
• Angus, A. (2018). Top 10 global consumer trends for 2018 emerging forces shaping consumer behaviour. London: Euromonitor International.
• Aragón-Amonarriz, C., Arredondo, A.M., & Iturrioz-Landart, C. (2019). How Can Responsible Family Ownership be Sustained Across Generations? A Family Social Capital Approach. Journal of Business Ethics, 159(1), 161- 185. https://doi.org/10.1007/s10551-017-3728-7
• Balaji, M.S., Roy, S.K., & Wei, K.K. (2016). Does relationship communication matter in B2C service relationships? Journal of Services Marketing, 30(2), 186-200. https://doi.org/10.1108/JSM-08-2014-0290
• Barroso Martínez, A., Sanguino Galván, R., Botero I.C., González-López, Ó.R., & Buenadicha, M. (2019). Exploring family business brands: Understanding predictors and effects. Journal of Family Business Strategy, 10(1), 57- 68. https://doi.org/10.1016/j.jfbs.2019.01.005
• Bartosik-Purgat, M. (2019a). Digital Marketing Communication from the Perspective of Individual Consumers: A Cross-Country Comparison. Entrepreneurial Business and Economics Review, 7(3), 205-220. https://doi.org/10.15678/EBER.2019.070311
• Bartosik-Purgat, M. (2019b). New media in the marketing communication of enterprises in the international market. Warsaw: PWN Publ.
• Beck, S. (2016). Brand management research in family firms. Journal of Family Business Management, 6(3), 225- 250. http://dx.doi.org/10.1108/JFBM-02-2016-0002
• Bednarz, J., & Nikodemska-Wolowik, A. M. (2017). Family enterprises in Polish consumers' mindset in the light of international tendencies. Journal of Economics and Management, 29(3), 5-22. https://doi.org/10.22367/jem.2017.29.01
• Bergagna, E., & Tartaglia, S. (2018). Self-Esteem, Social Comparison, and Facebook Use. Europe's Journal of Psychology, 14(4), 831-845. https://doi.org/10.5964/ejop.v14i4.1592
• Bilgihan, A., Peng, C., & Kandampully, J. (2014). Generation Y's dining information seeking and sharing behavior on social networking sites. International Journal of Contemporary Hospitality Management, 26(3), 349-366. https://doi.org/10.1108/IJCHM-11-2012-0220
• Binz Astrachan C., Botero, I., 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), 2-6. https://doi.org/10.1016/j.jfbs.2018.01.002
• Binz Astrachan, C., Prügl, R., Hair Jr., J.F., & Babin, B.J. (2019). Marketing and branding in family business: Assessing the landscape and charting a path forward. Journal of Family Business Strategy, 10(1), 3-7. https://doi.org/10.1016/j.jfbs.2019.02.003
• Binz Astrachan, C., Hair Jr., J.F., Pieper, T.M., & Baldauf, A. (2013). Exploring the effect of distinct family firm reputation on consumers' preferences, Journal of Family Business Strategy, 4(1), 3-11, https://doi.org/10.1016/j.jfbs.2012.12.004
• Botero, I., & Blombäck, A. (2010). Leveraging the family brand: Using brand management to highlight the advantages of family firms. Tenth Annual International Family Enterprise Research Association Conference. Lancaster: 14 July 2010.
• Bravo, R., Fraj, E., & Martínez, E. (2006). Modelling the Process of Family Influence on the Young Adult Consumer Behaviour. Journal of International Consumer Marketing, 19(1), 35-56. https://doi.org/10.1300/J046v19n01_03
• 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. https://doi.org/10.1111/j.1470-6431.2008.00696.x
• Cooper M.J., Upton N., & Seaman S. (2005). Customer Relationship Management: A Comparative Analysis of Family and Nonfamily Business Practices. Journal of Small Business Management, 43(3), 242-256. https://doi.org/10.1111/j.1540-627X.2005.00136.x
• Dacko-Pikiewicz, Z. (2019). Building a family business brand in the context of the concept of stakeholder-oriented value. Forum Scientiae Oeconomia, 7(2), 37-51. https://doi.org/10.23762/FSO_VOL7_NO2_3
• Danaher P.J., & Rossiter J.R. (2011). Comparing perceptions of marketing communication channels. European Journal of Marketing, 45(1/2), 6-42. https://doi.org/10.1108/03090561111095586
• Deloitte (2019). Long-term goals, meet short-term drive. Global family business survey 2019. New York: Deloitte Touche Tohmatsu Limited.
• Eurostat. (2020), Population statistics as of 1 January 2020 by age group. Eurostat. Retrieved from http://www.eurostat.eu/ on 5 July 2021.
• Fernández, J. (2015). The impact of gender diversity in foreign subsidiaries' innovation outputs. International Journal of Gender and Entrepreneurship, 7(2), 148-167. https://doi.org/10.1108/IJGE-07-2014-0022
• Florenthal, B. (2019). Young consumers' motivational drivers of brand engagement behavior on social media sites. Journal of Research in Interactive Marketing, 13(3), 351-391. https://doi.org/10.1108/JRIM-05-2018-0064
• Gentilviso, C., & Aikat, D. (2019). Embracing the Visual, Verbal, and Viral Media: How Post-Millennial Consumption Habits are Reshaping the News. In Schulz, J., Robinson, L., Khilnani, A., Baldwin, J., Pait, H., Williams, A., Davis, J. and Ignatow, G. (Eds.), Mediated Millennials: Studies in Media and Communications, Vol. 19 (pp. 147-171). Bingley, West Yorkshire: Emerald Publishing Limited. https://doi.org/10.1108/S2050- 206020190000019009
• Guclu, S. (2016). An experimental study towards young adults: Communication skills education. Eurasian Journal of Educational Research, 63, 279-292. http://dx.doi.org/ 10.14689/ejer.2016.63.16
• Gupta, A., & Sahu G.P. (2012). A Literature Review and Classification of Relationship Marketing Research. International Journal of Customer Relationship Marketing and Management, 3(1), 56-81. http://doi.org/10.4018/ijcrmm.2012010104
• Hänninen, N., & Karjaluoto, H. (2017). The effect of marketing communication on business relationship loyalty. Marketing Intelligence & Planning, 35(4), 458-472. https://doi.org/10.1108/MIP-01-2016-0006
• Hess, A., & Melnyk, V. (2016). Pink or blue? The impact of gender cues on brand perceptions. European Journal of Marketing, 50(9/10), 1550-1574. https://doi.org/10.1108/EJM-11-2014-0723.
• Jaciow, M. (2015). Generation Y-Young Europeans' Consumer Behavior. China-USA Business Review, 14(10): 515-522. https://doi.org/10.17265/1537-1514/2015.10.004
• Jawed, M.S. (2016). Kavil Ramachandran: The 10 Commandments for Family Business. Journal of Family and Economic Issues, 37(3), 505-507. https://doi.org/10.1007/s10834-015-9472-1
• Jovevski, D., & Vasilevski, M. (2019). The impact of social media on building long-term relationships with the customers. Journal of Sustainable Development, 9(22), 47-63.
• Kilian, T., Hennigs, N., & Langner, S. (2012). Do Millennials read books or blogs? Introducing a media usage typology of the internet generation. Journal of Consumer Marketing, 29(2), 114-124. https://doi.org/ 10.1108/07363761211206366
• Kvidahl, M. (2015). Generations Y and Z. What's the X Factor? Meaningful marketing resonates most with kids and young adults. Gifts & Decorative Accessories. Retrieved from https://www.giftsanddec.com/businessnews/generations-y-and-z/ on 10 January 2020.
• Lazányi, K. (2014). Entrepreneurs of the future. Serbian Journal of Management, 9(2), 149-158. https://doi.org/10.5937/sjm9-6257
• Leszczewska, K., Bitkowska, A., Kauf, S., Weiss, E., & Kołodko, K. (2017). Success factors of Polish family businesses. International Journal of Management and Enterprise Development, 16(1/2), 128-149. https://doi.org/10.1504/IJMED.2017.10003453
• Lim, J-S., Lim, K-S., & Heinrichs, J.H. (2014). Gender and mobile access method differences of Millennials in social media evaluation and usage: an empirical test. Marketing Management Journal, 24(2), 124-135.
• Lude, M., & Prügl, R. (2018). Why the family business brand matters: brand authenticity and the family firm trust inference. Journal of Business Research, 89, 21-134, https://doi.org/10.1016/j.jbusres.2018.03.040.
• Litz, R.A. (1995). The family business: Toward definitional clarity. Family Business Review, 8(2), 71-81. https://doi.org/10.1111/j.1741-6248.1995.00071.x
• Luttrell, R., & McGrath, K. (2016). The Millennial Mindset: Unravelling Fact from Fiction. Maryland: Rowman & Littlefield Publishers.
• Marjanski, A. (2015). Family Business Facing Challenges of Contemporary Economy. In Loera, M.R.C. and Marjański, A. (Eds.), The Challenges of Management in Turbulent Times. Global Issues from Local Perspective (pp. 41-48). Mexico City: Universidad de Occidente.
• Miller, N., McLeod, J.H., & Oh, K.Y. (2001). Managing Family Businesses in Small Communities. Journal of Small Business Management, 39(1), 73-87. https://doi.org/10.1111/0447-2778.00007
• Moore-Shay, E.S., & Lutz, R.J. (1988). Intergenerational Influences in the Formation of Consumer Attitudes and Beliefs About the Marketplace: Mothers and Daughters, in Houston M. J. (Ed.), NA-Advances in Consumer Research Vol. 15 (pp. 461-467). Provo, UT: Association for Consumer Research.
• Moorman, C., Zaltman, G., & Deshpandé, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314- 328. http://dx.doi.org/10.2307/3172742
• Morgan, R.M., & Hunt, S.D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38. https://doi.org/10.2307/1252308
• Murphy, P.E., Laczniak, G.R., & Wood, G. (2007). An ethical basis for relationship marketing: a virtue ethics perspective. European Journal of Marketing, 41(1/2), 37-57. https://doi.org/10.1108/0309056071071810
• Nadkarni, A., & Hofmann, S.G. (2012). Why do people use Facebook? Personality and Individual Differences, 52(3), 243-249. https://doi.org/10.1016/j.paid.2011.11.007
• Ndubisi, N.O. (2006). Effect of gender on customer loyalty: A relationship marketing approach. Marketing Intelligence & Planning, 24(1), 48-61. https://doi.org/10.1108/02634500610641552
• Ndubisi, N.O. (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning, 25(1), 98- 106. https://doi.org/10.1108/02634500710722425
• Ndubisi, N.O., & Nataraajan, R. (2018). How the young adult consumer segment responds to trusty and committed marketing relationship. Psychology & Marketing, 35(12), 923-935. https://doi.org/10.1002/mar.21145
• Nikodemska-Wolowik, A.M., & Bednarz J. (2019). Family Enterprises in the Context of Consumer Ethnocentrism and Relationship-Building. Problemy Zarządzania - Management Issues, 17(1), 77-92. https://doi.org/10.7172/1644-9584.81.4
• Nikodemska-Wolowik, A.M., Bednarz J., & Foreman J.R. (2019). Trends in young consumers' behaviour - implications for family enterprises. Economics and Sociology, 12(3), 11-24. https://doi.org/10.14254/2071- 789X.2019/12-3/1
• 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
• Orth, U.R., & Green, M.T. (2009). Consumer loyalty to family versus non-family business: The roles of store image, trust and satisfaction. Journal of Retailing and Consumer Services, 16(4), 248-259. https://doi.org/10.1016/j.jretconser.2008.12.002
• Parry, E., & Battista, V. (2019). Generation Z in the UK: More of the Same-High Standards and Demands. In Scholz, C. and Rennig, A. (Eds.), Generations Z in Europe: The Changing Context of Managing People (pp. 89-107). Bingley, West Yorkshire: Emerald Publishing Limited. https://doi.org/10.1108/978-1-78973-491-120191013
• Polce-Lynch, M., Myers, B.J., Kilmartin, C.T., Forsmann-Falck, R., & Kliewer, W. (1998). Gender and age patterns in emotional expression, body image, and self-esteem: A qualitative analysis. Sex Roles, 38(11/12), 1025- 1048. https://doi.org/10.1023/A:1018830727244
• Powell, M., & Ansic, D. (1997). Gender differences in risk behavioral in financial decision-making: an experimental analysis. Journal of Economic Psychology, 18, 605-628. https://doi.org/10.1016/S0167-4870(97)00026-3
• Rosener, J.B. (1990). Ways women lead. Harvard Business Review, 68, 119-125. See-To, E.W., & Ho, K.K. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust-A theoretical analysis. Computers in Human Behavior, 31(1), 182-189. https://doi.org/10.1016/j.chb.2013.10.013
• Shen, A., & Tikoo, S. (2020). Family business identity, consumer product evaluations and firm size. Journal of Product & Brand Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JPBM-10-2018-2057.
• Soares, R.R., Zhang, T.T., Proença, J.F., & Kandampully, J. (2017). Why are Generation Y consumers the most likely to complain and repurchase? Journal of Service Management, 28(3), 520-540. https://doi.org/10.1108/JOSM-08-2015-0256
• Solomon, R.C., & Flores, F. (2001). Building Trust in Business, Politics, Relationships, and Life. New York: Oxford University Press.
• Sun, Y., Zhang, Y., Shen, X., Wang, N., Zhang, X., & Wu, Y. (2018). Understanding the trust building mechanisms in social media: Regulatory effectiveness, trust transfer, and gender difference. Aslib Journal of Information Management, 70(5), 498-517. https://doi.org/10.1108/AJIM-03-2018-0072
• Triantafillidou, A., & Siomkos, G. (2018). The impact of Facebook experience on consumers' behavioral brand engagement. Journal of Research in Interactive Marketing, 12(2), 164-192. https://doi.org/10.1108/JRIM-03- 2017-0016
• Turner, A. (2015). Generation Z: Technology and social interest. The Journal of Individual Psychology, 71(2), 103- 113. https://doi.org/10.1353/jip.2015.0021
• Wach, K. (2020). A Typology of Small Business Growth Modelling: A Critical Literature Review. Entrepreneurial Business and Economics Review, 8(1), 159-184. https://doi.org/10.15678/EBER.2020.080109
• Wielsma, A.J., & Brunninge, O. (2019). "Who am I? Who are we?" Understanding the impact of family business identity on the development of individual and family identity in business families. Journal of Family Business Strategy, 10(1), 38-48. https://doi.org/10.1016/j.jfbs.2019.01.006
• Wroblewska-Kazakin, A. (2014). Research on family businesses in Poland. Journal of Intercultural Management, 6(2), 63-72. https://doi.org/10.2478/joim-2014-0012
• Zanon, J., Scholl-Grissemann, U., Kallmuenzer, A., Kleinhansl, N., & Peters, M. (2019). How promoting a family firm image affects customer perception in the age of social media. Journal of Family Business Strategy, 10(1), 28-37. https://doi.org/10.1016/j.jfbs.2019.01.007
• Zellweger, T.M., Eddleston, K.A., & Kellermanns, F.W. (2010). Exploring the concept of familiness: Introducing family firm identity. Journal of Family Business Strategy, 1(1), 54-63. https://doi.org/10.1016/j.jfbs.2009.12.003
• Zhang, T., Omran, B.A., & Cobanoglu, C. (2017). Generation Y's positive and negative eWOM: Use of social media and mobile technology. International Journal of Contemporary Hospitality Management, 29(2), 732-776. https://doi.org/10.1108/IJCHM-10-2015-0611

Identyfikatory

DOI

10.15678/EBER.2022.100111