Znaczenie wizerunku rodziny dla promocji firmy rodzinnej
The Meaning of the Family Image for Advertising of Family Business

Summary/Abstract: : Many small and medium sized family businesses have regular customers who are happy with the services they get. However, in order to survive on the market these businesses need to use advertising. The analysis of family business advertising indicates that such companies most often inform their clients about their products, perfect services and highly qualified staff. Family character of business is becoming a part of the advertising message more and more frequently. It is an effective advertising activity as families are still perceived as stable and trustworthy institutions. This implies that goods produced by family businesses will be well and honestly made, durable and multifunctional. The conviction of high quality service is strengthened by placing owners’ surnames in the name of the company and application of images from everyday family life

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