“…As such, the communication of the family firm status can bring the firm competitive advantages associated with the family (Astrachan et al, , 2019Botero et al, 2018;Chrisman et al, 2003). At the same time, however, a dark side of the family within the business (Mendez and Maciel, 2021), such as selfinterested behavior (Carrigan and Buckley, 2008), conflicts between family members (Motoc, 2019;Zheng, 2009), nepotism and a lack of professionalism (Astrachan and Astrachan, 2015), adversely impacts stakeholders' perception of the family firm and therefore discourages a family firm from promoting itself as a family business (Astrachan and Astrachan, 2015). Overall, a firm's decision on family business branding depends on the influence of the family on its stakeholders, and communication of the family business brand varies across family firms, with some actively engaging in it because of the family's positive effect while others trying to conceal their family background for fear of the family's adverse impacts on stakeholders' perception of the firm (Astrachan and Astrachan, 2015;Botero et al, 2013).…”