The effect of family business image on brand co-creation: a moderated serial mediation model

Abstract

Purpose

This study aims to investigate whether stimulating a family business image can serve as a signal to enhance customer brand co-creation.

Design/methodology/approach

The authors tested the proposed moderated serial mediation model utilising a sample of 521 experienced online customers. Using a scenario-based approach with an experimental design, the authors investigated how the stimulation of a family business image influences customers’ co-creation activities on social media.

Findings

Stimulating a family business image plays a significant role in fostering interactions among customers who respond to this signal. Furthermore, when there is an alignment between customers’ self-concept and their perception of brand authenticity, a stronger brand contribution is established. Nonetheless, this alignment does not translate into heightened involvement in brand co-creation activities, as active participation in co-creation necessitates empowerment derived from the co-creation process.

Originality/value

By taking a co-creation viewpoint, this study empirically demonstrates how stimulating a family business image can impact different levels of brand-related involvement. It also highlights the moderating influence of self-congruence in transmitting the signal, shedding light on individual differences in brand engagement. From a practical standpoint, the distinctive nature of a family business image should be recognised as an asset that enables managers to enhance customer responses and strengthen their market position.

Citation

Hoang, L.N. and Vinh, N.T.H. (2024), "The effect of family business image on brand co-creation: a moderated serial mediation model", Journal of Family Business Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JFBM-11-2024-0264