Previous research has tried to show linkages between family involvement and firm performance, but still with inclusive and contrasting results. The aim of this paper is to shed new light on that relationship by analyzing the moderating role of family-based branding strategies. Stemming from the resource-based view of the firm and stewardship theory considerations, we test our main hypotheses via panel data regression analyses on a sample of 102 Italian family firms operating in the wine industry. The main findings show that family involvement positively and significantly impacts on performance and this relationship is positively and significantly moderated by family-based branding strategies. Implications for theory and practice and future research directions are discussed
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