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Brand stories are often created around the company’s humble beginnings as an underdog. The authors explore the effects of who is telling the underdog story and thus draw attention to the nature of the brand source by differentiating between family and non-family firms. The authors expect that who is telling the underdog story impacts consumers’ attitude toward the brand in terms of brand authenticity and trustworthiness perceptions.

The authors conducted an online experiment with a 2 × 2 between-subject design and an overall sample size of 314 respondents.

Most importantly, the authors find that the family-firm nature of the brand storyteller significantly impacts the underdog effect. The positive effects of underdog biographies on brand attitude in terms of authenticity and trustworthiness loom significantly larger for family firms compared with non-family firms.

The authors find that the underdog effect is significantly stronger for family firms that tell the underdog story. Managers of family firms with underdog roots should take advantage of this finding by integrating underdog stories into their marketing concepts. The findings of this study show that the communication of a company’s roots can serve as a valuable tool to build and maintain a positive brand image and help to increase purchase intentions, which is particularly true for firms capitalizing on their family nature when telling the underdog story.

The authors combine research on brand stories using the underdog effect with research on the consumer’s perception of family firms, further exploring the role of the brand storyteller in underdog narratives, resulting in important theoretical as well as practical implications.

Attracting and retaining a skilled labor force represents an important source for competitive advantage for organizations. In the European context, one of the greatest challenges that small- and medium-sized family firms face is attracting high quality non-family applicants. Researchers argue that one of the reasons for this difficulty is tied to the perception that non-family applicants have about family firms as a place to work. The purpose of this paper is to explore the perceptions that applicants have about family firms and their willingness to work in family firms in the German context.

Using principles from signaling theory, an experiment was conducted to explore the effects that information about family ownership and organizational age had on the perceptions about a firm (i.e. job security, advancement opportunities, prestige, task diversity, and compensation), and applicant’s attractiveness to it.

Based on the responses from 125 individuals in Germany, the authors found that explicitly communicating information about family ownership did not influence applicant perceptions about the firm or attractiveness to it. Although, information about organizational age affected perceptions of compensation, it did not affect attractiveness to the firm.

This study presents one of the first papers that focuses on the perceptions that non-family applicants have about family firms as a place to work in the European context. Thus, it provides a baseline for comparison to applicant perceptions in other European countries.

The goal of this research is to fill the gap in lead users' research under children. An effort is made to analyze the characteristics of lead users in social networks of children. Furthermore, their role in the adoption and diffusion of innovations is examined.

An experiment is conducted at primary schools in The Netherlands, with children aged between 8 and 12 years. An innovation is introduced in a social network (school class). Lead users are identified and their adoptive behavior is examined.

The following characteristics of lead users are identified in this study. Lead users have an efficient place within a social network, which allows them to receive diverse and non‐redundant information. They have a higher familiarity with the product category, and they are perceived as experts by their peers. Finally, lead users are more likely to be boys than girls. This study discovers as well that there is a significant positive relationship between lead userness and the current use of the innovation and the intention to use it in the future.

This research is only performed in one kind of product category in one particular market. Additional research should strengthen the findings of this research and explore the possibilities to generalize these findings. Further research should focus more on exploring additional characteristics of lead users, which will enhance the identification of lead users in networks of children. From a marketing point‐of‐view it would be interesting to investigate the influence of media on lead users and a lead users' ability to influence the diffusion of an innovation.

This paper is unique together with the paper of Kunst and Kratzer, because it investigates the lead user method in networks of children. It makes a first effort to determine the characteristics of lead users in networks of children. This is vital because it enhances the identification of lead users, consequently organizations can involve them in the development process of innovations.

Crowdfunding has become a popular method to acquire capital for entrepreneurial ventures. To successfully achieve funding goals, it is critical for crowdfunding campaigns to attain support of individuals (backers). This paper aims to presents a conceptual model that links a reward-based crowdfunding campaign’s product, pitch and promoter characteristics to expert and casual backers’ evaluation and behavior.

This paper draws from literature from consumer behavior, network, signaling and informational social influence theories to design a conceptual framework that highlights factors that influence potential backers’ participation in crowdfunding campaigns.

It is demonstrated that the conceptual framework presented in the manuscript usefully organizes the real-world tactical marketing decisions of a crowdfunding backer while also being readily amendable to integrating theoretical accounts of human behavior from a diverse body of social science literature. Empirically testable propositions are derived from this social science literature and recast into a manner that could be investigated in the crowdfunding context to expand the body of knowledge on this topic.

This manuscript provides a framework that can be useful to crowdfunders who wish to strategically plan how their marketing communication plan features may be tailored to attract both early- and late-stage crowdfunding backers.

This paper is novel in the crowdfunding literature because it integrates a diverse body of literature to explicitly identify how the strategic and tactical marketing communication characteristics of a crowdfunding campaign are likely to differently influence different types of potential crowdfunding backers.