Philanthropic and csr engagement can have different effects on the family's and the business' reputation, although both are considered instances of corporate citizenship behavior (Seaman, 2017). Philanthropy does not usually relate to core business activ- ities (Porter and Kramer, 2002), and is therefore more likely to benefit the family's reputation, especially within the community where the family business is embedded, ensuring the visibility. social image, and social network of family members (e.g., Pan et al., 2018). CSR engagement, instead, often implies implementing social initiatives in line with core business activities, therefore mostly benefitting the business' reputation and its legitimacy in the eyes of various stakeholders (e.g., Block and Wagner, 2014).