Family firms often experience higher reputation levels in communities than non-family firms, since they are often embedded in their social context due to a personalized management and shareholding structure, leading to higher social performance and, consequently, reputation. FA strong family firm reputation improves client relationships and the attraction of clients, thus enhancing overall performance of the business. This research found out the concern many family firms display for their reputation can be traced to the overlap with family members' involvement. Moreover the identification with the family firm and the resulting reputation concern leads to performance-enhancing firm-level phenomena