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Family-owned Corporate Brand Identity from an Internal Branding Perspective: Scale Conceptualization and Validation
M Talha, M Kashif, T Arumugam, M Badawi - Global Business Review, 2025
There is extant literature to explore corporate branding; however, how family
business owners, particularly of the brands located in the collectivist Asian region,
make sense of their family-owned corporate brand identity (FCBI) is widely missing …
business owners, particularly of the brands located in the collectivist Asian region,
make sense of their family-owned corporate brand identity (FCBI) is widely missing …
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