Family legacy in luxury branding: The mediating role of brand identification and the moderating role of social status

Purpose This study examines how consumers' perceptions of family legacy shape loyalty toward family-owned luxury brands. It introduces the concept of perceived outward family legacy as a multidimensional, consumer-based construct and investigates its effect on brand loyalty via brand identification while considering perceived social status as a boundary condition. Design/methodology/approach Data were collected through an online survey of 314 consumers. The hypotheses were tested using a moderated mediation framework to assess both indirect effects, via brand identification, and conditional effects depending on perceived social status. Findings Perceived outward family legacy positively influences brand identification, which in turn enhances brand loyalty. Brand identification partially mediates this relationship. Moreover, the effect of brand identification on brand loyalty is stronger among consumers with higher perceived social status. Practical implications Family-owned luxury brands should strategically design and communicate family-related cues (e.g. lineage, continuity, and reputation) to strengthen consumers' brand identification, while avoiding overexposure that may dilute exclusivity. Marketing strategies should be tailored to high-status consumers, for whom legacy cues are more impactful in driving loyalty. Managers should orchestrate storytelling, retail experiences, and client advisor interactions to reinforce perceived legacy coherently. Social implications Emphasizing family legacy may reinforce status-based consumption dynamics and symbolic differentiation. However, it may also preserve cultural heritage and intergenerational narratives, fostering continuity, authenticity, and identity construction within luxury consumption contexts. Originality/value The study advances a consumer-centric perspective on family legacy by conceptualizing it as a perceptual and multidimensional construct. It contributes to the literature on luxury branding and family business by clarifying how family-based heritage cues are cognitively internalized and by identifying perceived social status as a key boundary condition.