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 is less effective when an external source informs consumers about the company’s CSR. It does offer a strong competitive advantage, however, when the company self-reports its CSR activities.

中文翻译：

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消费者对家族企业品牌 CSR 新闻的反应：一种实验方法


学者和从业者越来越呼吁对家族企业品牌塑造为何以及何时更有效或何时更有效。在三项研究中，我们发现，一般来说，传达家族所有权会增强消费者的反应，因为它使公司变得人性化。然而，重要的是，这种传播策略的有效性取决于 （a） 正面企业社会责任 （CSR） 新闻的存在和 （b） 来源。具体来说，我们证明，当外部来源告知消费者公司的 CSR 时，家族企业品牌的效果会降低。然而，当公司自行报告其 CSR 活动时，它确实提供了强大的竞争优势。