While there has been plenty of research around family firm governance and management, less is known about the way in which family firm image is perceived by consumers. This research aims at filling the gap by investigating the chained links between family firm status and image, and the key brand elements identified by extant literature. The hypotheses are tested through an application to the wine industry with a sample of over 1,500 wine drinkers residing in Australia, Italy, and the United States. The results reveal several linkages between the distinctive family nature of a business and the loyalty of consumers. All brand knowledge constructs are positively affected by family firm image, and influence brand trust and satisfaction. Individual path coefficients highlight differences between countries. Evidence regarding the cultural interdependencies provides guidance for policy makers. Practitioners can consider this research when defining the relationship with consumers of family firms.

中文翻译：

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解读家族企业形象对消费者行为的影响链

尽管有大量关于家族企业治理和管理的研究，但消费者对家族企业形象的认知方式却知之甚少。本研究旨在通过调查家族企业地位和形象之间的连锁联系以及现有文献确定的关键品牌元素来填补这一空白。这些假设通过对葡萄酒行业的应用进行了测试，样本包括居住在澳大利亚、意大利和美国的 1,500 多名葡萄酒饮用者。结果揭示了企业独特的家族性质与消费者忠诚度之间的若干联系。所有品牌知识建构都受到家族企业形象的正向影响，并影响品牌信任和满意度。个别路径系数突出了国家之间的差异。关于文化相互依存关系的证据为政策制定者提供了指导。从业者在定义与家族企业消费者的关系时可以考虑这项研究。