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

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.