Abstract
The article reveals the peculiarities of “family business” in the public perception, as well as reveals the ap-proach to the study of the phenomenon presented by people who are disinterested at first glance and who are not family business stakeholders. The statistics is formed on the basis of a pilot study, which was conducted to clarify the results of understanding by members of society of the criteria for the importance of the legislative consolidation of the term “family business”. In particular, this work allows answering questions related to con-sumer loyalty to a family brand based on an understanding of the positive and negative aspects of the devel-opment of this type of business. First of all, the author introduces the concept of emotional attachment to a brand, specifically characterizing all stages of this process. The article summarizes examples of forming a pic-ture of a family brand, as well as the company’s zone of involvement in the story with the definition of specific traits such as nepotism and brand loyalty.
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