Abstract: From the multi-dimensional perspective of social emotional wealth, this paper takes into consideration the possibility that the different dimensions of social emotional wealth existing in the family business would bring heterogeneous effects to the corporate behaviors and their consequences. Then it analyzes the relationship among family involvement, non-market strategies and corporate performance. The results show that family involvement can negatively affect the employee responsibility, but positively affect charitable donation. The findings of further study indicate that employee responsibility can play a mediating role in the relationship between family involvement and corporate performance, but charitable donation will suppress the above mentioned relationship. This conclusion can contribute to an in-depth exploration of the complicated relationship between family involvement and corporate performance, it can also to some degree offer an explanation to the inconsistency of the research findings of previous literatures.

Key words: family involvement; non-market strategy; corporate performance; employee responsibility; charitable donation