The Power of Communicating The Family Firm Status The Positive Effect of Family Firms as a Brand on Consumer Buying Behavior And Consumer Happiness

Margarete Rosina investigates whether it makes sense for family firms to communicate their family firm status to consumers. To do so, she conducts two experimental studies using a sample of 349 consumers. Using a branding perspective, the first study looks at whether consumers perceive family firm brands as more authentic and why and how this influences their buying behavior.