Family business identity, consumer product evaluations and firm size

Abstract

PurposeThis study aims to examine the relationship between family business identity disclosure by firms and consumer product evaluations and the moderating impact, if any, of firm size on this relationship. Toward this end, the study seeks to develop a theoretical explanation for how consumers process family business identity information.Design/methodology/approachA qualitative pre-study was conducted to obtain preliminary evidence that consumers’ perceptions of family businesses originate from both family- and business-based category beliefs. A product evaluation experiment, involving young adult subjects, was used to test the research hypotheses, and the experiment data were analyzed using MANOVA.FindingsThe key finding was that the effect of family business identity disclosure on consumer product evaluations is moderated by firm size.Practical implicationsThis research has implications for businesses seeking to promote their family business identity in branding communications.Originality/valueThis research provides a theoretical account of why consumers might hold different perceptions of family business brands. The interactive effect of firm size and family business identity information disclosure on consumer product evaluations contributes new insight to family business branding.