The family business brand: cross-fertilization between fields

Purpose Following a bibliometric approach, this study examines research on brand and branding in family businesses (FBs) to identify influential sources main areas of knowledge, proposes an integrative framework that provides holistic perspective field with interdisciplinary cross-fertilization view explores new avenues for future practice. Design/methodology/approach Based 449 bibliographic references retrieved from the Web Science database through systematic process, authors employed coupling analysis visualize relationships among key works subsequently performed literature review deepen analysis. Findings The structured existing into six thematic clusters. Four them follow internal focus FB identity its influence construction corporate identity, whereas other two external how brands are communicated perceived by stakeholders image reputation. Drawing in-depth literature, offers novel framework, together set proposals managerial theoretical implications. Practical implications proposed aims clarify relationship between management build communicate brand. also shows symbiosis exists values, reputation, equity awareness FBs. interconnection business generates unique associations difficult imitate. Originality/value This is first documented attempt at FBs, which serves linkages different streams connecting marketing, organization guide research. Moreover, researchers practitioners better understanding scope, highlighting importance strategies beyond boundaries marketing departments.