In today's fiercely competitive business landscape, family businesses possess a distinctive yet often overlooked asset: their family identity. Beyond being merely a name or legacy, this identity weaves together a rich tapestry of values, authenticity, and a profound connection with customers.
During this webinar, Dr Chris Graves will guide us through a conversation with two experts on how family businesses can effectively leverage their family identity to influence post-purchase behaviour. Caitlin, drawing from her family business background, conducted research exploring whether a family's brand identity impacts how a consumer responds to social media posts by a family business and their intention to purchase its products. We will delve into her research findings and the implications they carry. Dean will then take us on a journey through the theoretical foundations that underpin the influence of family brand identity.
In conclusion, both Caitlin and Dean will share insights into the practical implications for family businesses that maintain a social media presence.
Meet the speakers
|Dr Chris Graves
University of Adelaide
The Big Zero
|Dr Dean Wilke
University of Adelaide
Dr Chris Graves
Chris is a highly respected academic and professional with an extensive background in family business research, education, and consulting. As the Head of the Entrepreneurship discipline and Director of the Family Business Education and Research Group [FBERG] at the University of Adelaide Business School, he is dedicated to advancing the understanding of family enterprise and developing innovative educational programs for the next generation of family business leaders.
Caitlin is a recent honors graduate with a profound enthusiasm for small and family enterprises. Inspired by her family's extensive business background, Caitlin has undertaken research endeavors aimed at elucidating how family businesses can leverage their distinctive perspectives to enhance their marketing effectiveness.
Her research primarily focuses on the symbiotic relationship between social media and brand perception, with a particular emphasis on its influence on consumers' post-purchase journey. She actively applies her research findings within her family's business, where she navigates the intricacies of branding to develop impactful strategies.
Dr Dean Wilke
Dean is a Senior Lecturer at the University of Adelaide, specialising in strategic marketing focusing on branding for engagement and authenticity. Dr. Wilkie brings academic expertise and a decade of professional brand management experience to his research. His work has been published in distinguished journals and his research informs the present and envisions the future of strategic marketing, enhancing brand management and fostering authentic connections in the evolving marketing landscape.
This webinar is free to access for FBA members.
For non-members, a small service charge of $25 will be required upon registration.
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