All We Need is Love. Do We? How and Why a Family Firm Background Affects Consumer’s Perception

Guest editorial: Cultivating a broader paradigm to understand family business brands and the branding process

“…As we see in several of the papers in this special issue, family business brands have multiple aspects that are relevant. These include the stories associated with the brand (Rauschendorfer et al , 2023), the different aspects of the family that are reflected in the brand (Berndt and Meintjes, 2023) and the family brand authenticity that is communicated using different social media and online platforms (Bargoni et al , 2023b; Berndt and Meintjes, 2023; Pink et al , 2023). Understanding family business brand characteristics will inform the different ways that family business brands can be communicated and the importance of different aspects of the brand based on the context.…”