Branding your identity online! The importance of the family dimension for Italian family wine businesses’ foreign turnover

  • Monica Faraoni
  • Matteo Devigili
  • Elena Casprini
  • Tommaso Pucci
  • Lorenzo Zanni
Keywords: family firms; foreign sales turnover; firm’s brand name


Purpose of the paper: Drawing on the resource-based view and moving from Devigili et al.’s (2018) framework on wine brand identity, the paper aims at investigating which brand identity dimensions family wine businesses are benefiting from in their foreign sales turnover. In particular, it focuses on the impact of the territorial identification (distinguishing between denomination, locality, region and country) and the governance attributes (looking at family, tradition, innovation and storytelling) on foreign sales turnover.

Methodology: A unique database consisting of 120 family wine businesses has been analysed through an OLS regression model. Questionnaires were collected between 2017 and February 2019 through wineries’ websites and phone calls.

Results: Our results indicate that family wine businesses are hampered by and benefit from the adoption of specific brand identity’s sub-dimensions. More precisely, the region of origin (territorial identification) and the use of tradition (governance attribute) have a negative impact on wineries’ foreign sales turnover, while only the use of family (governance attribute) has a positive impact.

Research limitations: The paper is built on a sample of Tuscan family wine business.

Practical implications: The study demonstrates that wineries need to pay attention to their online brand strategies. More precisely, family wine businesses should better emphasise their family dimension, while being careful of the region of origin and tradition sub-dimensions.

Originality of the paper: The paper contributes to research on the internationalisation of family businesses and brand management by illustrating the main brand identity dimensions that lead to higher foreign sales turnover.


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