“…Family-firm identity, traditionally conceptualized as the degree to which the family identifies with the firm and sees the firm as an extension of the family (Chrisman et al, 2005;Zellweger et al, 2010), is considered one of the drivers of heterogeneity among family firms, with the potential to influence their goals and behaviors (Brinkerink, Rondi, Benedetti, & Arzubiaga, 2020;De Massis et al, 2018;Sundaramurthy & Kreiner, 2008;Zellweger et al, 2010). For instance, family firms with a particularly strong identity link between the family and the firmthe family is strongly involved in the business, and/or the family and the business share many of the same goals, values, beliefs, norms and interaction stylesare more likely to "acknowledge their family-owned status in their marketing and advertising" (Sundaramurthy & Kreiner, 2008, p. 419).…”