Ibáñez, María JoséDos Santos, Manuel AlonsoLlanos Contreras, Orlando2022-02-232022-02-232021Ibáñez, M.J., Alonso Dos Santos, M. and Llanos-Contreras, O. (2022), "Transmission of family identity and consumer response: do consumers recognize family firms?", International Journal of Entrepreneurial Behavior & Research, Vol. 28 No. 1, pp. 6-25. https://doi.org/10.1108/IJEBR-05-2021-0401https://doi.org/10.1108/IJEBR-05-2021-0401http://hdl.handle.net/11447/5572Communicating the identity of a family business generates positive results in consumer response. The paper aims to understanding how the efficient transmission of family identity can influence consumer behavior is essential for designing family firms' marketing communication strategies.enfamily firm identityvisula attentioneye-trackingconsumer responsesidentity trasmissionfamily firm reputationfamily firm brandingArticle