We investigate how family relationship conflict and family and firm name congruence influence subjective firm valuations by family firm owner-managers. Drawing on the socioemotional wealth perspective, behavioral agency theory and mixed gamble reasonings, we hypothesize and find a U-shaped association between relationship conflict inside the family firm and subjective firm valuation. While we do not find a direct effect between name congruence and subjective firm valuation, we show that name congruence interacts with relationship conflict to affect valuations in a complex fashion. Implications and contributions of our findings are discussed.
