Signaling consumers that the company behind a brand is run by a family is increasingly observable in the marketing realm. One possible reason could be the emotional value signaled by the family nature of the firm. Brand signals carrying emotional value might contribute to a competitive advantage. Since we do not fully understand the effect of signaling the family nature of a firm yet and as family represents an emotional context, we examine this effect on consumer perceptions of the products being made with more love by conducting two experimental studies. In Study 1 (N = 371) we find that the firm's family nature triggers a strong perception of love being part of the production process of the brand, which leads to a higher willingness to pay. Specifically, in Study 2 (N = 280) we designed a process manipulation study to provide causative experimental explanation of the process of Study I. Thereby, we contribute to psychology and marketing research by showing that consumers consider a product signaling the family nature of a firm more strongly to be made with love and are willing to pay a price premium. This effect is driven by positive feelings related to one's own family.

中文翻译：

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爱无所不在。消费者对公司产品的看法表明他们的家庭性质

向消费者表明品牌背后的公司是由家族经营的，在营销领域越来越明显。一个可能的原因可能是公司的家庭性质所体现的情感价值。带有情感价值的品牌信号可能有助于形成竞争优势。由于我们还没有完全理解发出公司家庭性质的信号的影响，并且由于家庭代表了一种情感背景，我们通过进行两项实验研究来检验这种对消费者对产品的感知的影响。在研究 1 ( N  = 371) 中，我们发现公司的家庭性质引发了一种强烈的感觉，即爱是品牌生产过程的一部分，从而导致更高的支付意愿。具体来说，在研究 2 ( N = 280）我们设计了一个过程操纵研究，以提供对研究 I 过程的因果实验解释。因此，我们通过表明消费者认为一种产品更强烈地表明公司的家庭性质，从而为心理学和营销研究做出贡献爱并愿意支付溢价。这种影响是由与自己家庭相关的积极情绪驱动的。