BRIEF RESEARCH REPORT article
Front. Commun.
Sec. Advertising and Marketing Communication
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1607511
"I vouch for it with my name." The influence of brand perception of family businesses on their credibility and the purchase intention of consumers
Provisionally accepted
- Julius Maximilian University of Würzburg, Würzburg, Germany
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Companies that are family-owned consciously use their family background in marketing communications. Nevertheless, the cause-and-effect mechanisms in the processing of such communication have not yet been investigated. In a two-level between-subjects experiment, we examined the influence of brand origin (family vs. non-family business) on brand credibility and consumers' purchase intention. The results show that brands from family businesses are perceived as more sincere and reliable and, consequently, more credible than brands from non-family businesses. This has a positive effect on attitude towards the brand and increases consumers' purchase intention. The study's findings have valuable implications for research and practice.
Keywords: Brand, Brand personality, Corporate Communication, credibility, Family Business, Values
Received: 07 Apr 2025; Accepted: 27 Aug 2025.
Copyright: © 2025 Schramm and Zinser. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Holger Schramm, Julius Maximilian University of Würzburg, Würzburg, Germany
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.