Consumer Responses to CSR News of Family Business Brands: An Experimental Approach
通过三项实验发现，家族企业品牌在传达企业社会责任时，若由外部来源报道则效果减弱，而企业自行报告则能增强消费者反应，原因在于家族企业品牌能人性化公司形象。
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.