Objective: The objective of the article is to examine what attributes are assigned to family firms by consumers familiar and not familiar with family business in the context of trust-building and purchase intention. Research Design & Methods: A nationwide quantitative survey on a statistically...

Objective: The objective of the article is to investigate young consumer perception of family firms (FFs) used in the process of relationship building. It also stresses the importance of gender roles within this representative group. Research Design & Methods: Following a literature review, a...