The role of communication of family-based brand identity through website storytelling
: evidence from Portuguese wineries

  • Inês Couceiro da Costa Sousa Guedes (Student)

Student thesis: Master's Thesis


This study explores the role of communication present on the websites of family businesses in the wine sector. In that way, this research aims to understand how family businesses communicate their story to the audience and portray the messages related to tradition, heritage, winemaking, among the other aspects. Through the content analysis of the top 100 wine companies’ websites of Portugal, using multiple correspondence analysis through homogeneity analysis by means of alternating least squares (HOMALS) method were founded the main categories used. The findings reveal themes related to the marketing and strategies that companies adopt. Also, in most of the websites, it was notable that there is always a contextualization about the family history.
Date of Award13 Jul 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorBožidar Vlačić (Co-Supervisor) & Serena Iacobucci (Supervisor)


  • Family business
  • Branding
  • Social media
  • Winery
  • Storytelling


  • Mestrado em Marketing

Cite this