Consumer Responses to CSR News of Family Business Brands: An Experimental Approach
Philipp Jaufenthaler,
Roland Schroll,
Dhruv Grewal
Abstract:Scholars and practitioners increasingly call for a more nuanced understanding of why and when family firm branding is more versus less effective. Across three studies, we find that, in general, communicating family ownership enhances consumer responses because it humanizes the company. Importantly, however, the effectiveness of this communication strategy depends on (a) the presence and (b) the source of positive corporate social responsibility (CSR) news. Specifically, we demonstrate that family firm branding… Show more
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