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Consumers' Brand Loyalty Towards Small Family-Owned Businesses, Christo A. Bisschoff Prof, Christoff Botha Prof, Marco Van Schoor Mr, Doret Botha Prof
Consumers' Brand Loyalty Towards Small Family-Owned Businesses, Christo A. Bisschoff Prof, Christoff Botha Prof, Marco Van Schoor Mr, Doret Botha Prof
Association of Marketing Theory and Practice Proceedings 2024
Family-owned businesses constitute a substantial portion of the workforce and GDP in South Africa and, with limited work opportunities in the public sector, play a significant role in job creation. As a result, family enterprises significantly influence South Africa's economy. This study aims to understand consumer loyalty towards family-owned businesses as brands by investigating family-owned businesses in the small mining town "Stilfontein" in the North-West Province, South Africa. Qualitative data collection involved semi-structured interviews with customers of family businesses to gather insights into brand loyalty. The identified themes and sub-themes highlight the importance of community bonds, personalized services, product quality, …