Publicação
Beyond the family label : how innovation and reputation shape consumer purchase intention toward family firms
| Resumo: | Some family business characteristics have the potential to become a competitive advantage (Asaf et al., 2023). This study analyses the mediating role of reputation and innovation in the relationship between the logo and family name and consumers' purchase intentions. This analysis is conducted through an experimental study, utilizing an online questionnaire to test the established hypotheses. It was carried out in the laboratory of the Católica Lisbon School, known as LERNE. The total valid sample consists of 113 completed surveys. A PROCESS macro model was used to perform the analysis, which allowed testing the mediation between the dependent and independent variables. The results suggest that high levels of perceived innovation and reputation generate greater purchase intentions among consumers. The familiar name in the logo only has an impact on reputation, as it shows that family businesses are seen as more reputable. However, they are not seen as more innovative, as the family sign has no significant impact on this factor. Furthermore, neither innovation nor reputation acts as a mediator of the sign and purchase intention. Future research could be extended to different sectors and different variables to explore the subject in more detail. |
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| Autores principais: | Costa, Catarina Filipa Silva |
| Assunto: | Family businesses Reputation Innovation Purchase intention Perceived innovation Perceived reputation Empresas familiares Reputação Intenção de compra Perceção de inovação Perceção de reputação |
| Ano: | 2026 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | Some family business characteristics have the potential to become a competitive advantage (Asaf et al., 2023). This study analyses the mediating role of reputation and innovation in the relationship between the logo and family name and consumers' purchase intentions. This analysis is conducted through an experimental study, utilizing an online questionnaire to test the established hypotheses. It was carried out in the laboratory of the Católica Lisbon School, known as LERNE. The total valid sample consists of 113 completed surveys. A PROCESS macro model was used to perform the analysis, which allowed testing the mediation between the dependent and independent variables. The results suggest that high levels of perceived innovation and reputation generate greater purchase intentions among consumers. The familiar name in the logo only has an impact on reputation, as it shows that family businesses are seen as more reputable. However, they are not seen as more innovative, as the family sign has no significant impact on this factor. Furthermore, neither innovation nor reputation acts as a mediator of the sign and purchase intention. Future research could be extended to different sectors and different variables to explore the subject in more detail. |
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