%0 Journal Article
%T Family Firm Reputation and Humanization: Consumers and the Trust Advantage of Family Firms Under Different Conditions of Brand Familiarity
%A Reinhard Pr¨¹gl
%A Susanne Beck
%J Family Business Review
%@ 1741-6248
%D 2018
%R 10.1177/0894486518792692
%X Pioneering conceptual and empirical work ascribe a trust advantage to family firms compared with their nonfamily analogies. But it remains unknown if this trust advantage persists with varying degrees of consumers¡¯ brand familiarity. Furthermore, the underlying cognitive mechanisms in the minds of consumers that trigger the trust advantage remain unexplored. Using mixed methods, four studies indicate that family firms¡¯ trust advantage does prevail in the context of real and familiar brands, and the strength of consumers¡¯ perception of an organization as a human being (i.e., humanization) explains higher levels of benevolence and trust attributed to family firms
%K family firm reputation
%K corporate brands
%K real brands
%K brand familiarity
%K humanization
%U https://journals.sagepub.com/doi/full/10.1177/0894486518792692