“…Lately, scholars increasingly address contexts where the signal “family firm” may be risky (Binz Astrachan et al, 2019; Block et al, 2019; Jaufenthaler, 2022, 2023). Within this debate, researchers have repeatedly claimed that the signal “family firm” might be interpreted differently across different cultural contexts and that positive consequences of this signal thus may not accrue globally (Beck et al, 2020; Binz Astrachan & Botero, 2017; Binz Astrachan et al, 2018, 2019; Block et al, 2016, 2019; Botero, 2014; Botero et al, 2018; Dos Santos et al, 2020; Jaufenthaler, 2022, 2023; Lude & Prügl, 2018; Neubaum, 2018; Shen & Tikoo, 2020). To date, however, we have little knowledge regarding possible differences in perceptions of and associations with family firms across different cultural settings, which may be one reason why few global brands emphasize their family background (Beck et al, 2020).…”