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Sandra Wolf develops a better understanding of the importance of clearly communicating family influence. She examines the efficacy of brand elements that signal family influence and that help external stakeholders to identify a family firm. An experiment with 543 students in Germany and Switzerland is carried out to empirically test the derived hypothesis. The results highlight two important findings. Firstly, the importance of a family firm tagline as well as the family name as brand elements are able to signal "family firm" and this helps potential employees to immediately categorize the potential employer. Secondly, a positive relationship between the identification of a family firm and applicant attraction was confirmed as to that the relationship is serially mediated by perceived brand authenticity and perceived benevolence.

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Exploring the Effects of Brand Elements on Signaling and Identifying Family Firm Identity.- Family Firm Identity as a Signal to Influence Perceived Trustworthiness in Initial Recruitment Processes.

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Dr. Sandra Wolf wrote her dissertation under the supervision of Prof. Dr. Andreas Hack at the Witten Institute for Family Business (WIFU) at Witten/Herdecke University.

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