Love is in the air. Consumers' perception of products from firms signaling their family nature

Signaling consumers that the company behind a brand is run by family increasingly observable in marketing realm. One possible reason could be emotional value signaled nature of firm. Brand signals carrying might contribute to competitive advantage. Since we do not fully understand effect signaling firm yet and as represents an context, examine this on consumer perceptions products being made with more love conducting two experimental studies. In Study 1 (N = 371) find firm's triggers strong perception part production process brand, which leads higher willingness pay. Specifically, 2 280) designed manipulation study provide causative explanation I. Thereby, psychology research showing consider product strongly are willing pay price premium. This driven positive feelings related one's own family.