“…While most of these studies are of a conceptual nature, many have presented empirical evidence of either a qualitative (Binz Astrachan & Botero, 2017; Blodgett, Dumas, & Zanzi, 2011; Blombäck & Brunninge, 2013; Blombäck & Ramírez-Pasillas, 2012; Carrigan & Buckley, 2008; Haugh & McKee, 2003; Micelotta & Raynard, 2011; Schwartz, 2005; Steier, 2001) or a quantitative nature (Ahlers, Hack, Madison, Wright, & Kellermanns, 2017; Allen, George, & Davis, 2018; Azizi, Salmani Bidgoli, & Seddighian Bidgoli, 2017; Beck & Kenning, 2015; Binz et al, 2013; Binz Astrachan, Patel, & Wanzenried, 2014; Chrisman, Chua, & Kellermanns, 2009; Chrisman, Chua, & Sharma, 1998; Cruz et al, 2010; Deephouse & Jaskiewicz, 2013; Lude & Prügl, in press, 2018; Lyman, 1991; Orth & Green, 2009). Out of these empirical studies, four focused on the trust among family members (Allen et al, 2018; Chrisman et al, 1998; Haugh & McKee, 2003; Steier, 2001), five focused on trust or trustworthiness among family and nonfamily managers or (potential) employees (Azizi et al, 2017; Chrisman et al, 2009; Cruz et al, 2010; Deephouse & Jaskiewicz, 2013; Lyman, 1991), one study measured private equity firms’ trust of family firms (Ahlers et al, 2017), and one study examined trust in the context of nonprofessional investors (Lude & Prügl, in press). The remaining 12 studies empirically investigated consumers’ perception of a family firm as trustworthy, whereof six relied on statements from family firm managers arguing to communicate the family firm’s nature with the goal to evoke consumers’ trust (Binz Astrachan & Botero, 2017; Blodgett et al, 2011; Blombäck & Brunninge, 2013; Blombäck & Ramírez-Pasillas, 2012; Micelotta & Raynard, 2011; Schwartz, 2...…”