The influence of the firm on family business branding: the mediator role of the family

PurposeIt is acknowledged that the firm and the family interact in the family firm system and that family identity can influence family business brand communication through affecting stakeholders' perception, raising a question of whether the firm can implement its effect on the communication of family business brands via family identity. To address this question, this research investigates how firm revenue influences family business branding via family harmony.Design/methodology/approachData for this research were gathered from a survey of 327 Chinese family firms.FindingsThe results show that family harmony fully mediates the relationship between firm revenue and family business branding.Originality/valueThis study is the first to demonstrate that the firm has an indirect effect on family business branding via family identity, a contribution to family business brand literature. The findings also offer insights into the relationship between firm performance and family business branding. Additionally, this project has implications for research on family harmony in the family business.