The impact of brand authenticity on brand trust and SME growth: A CEO perspective

Fabian Eggers, O’Dwyer, Michele, Sascha Kraus, Christine Vallaster and Stefan Güldenberg

Journal of World Business, 2013, vol. 48, issue 3, 340-348

Abstract: This article investigates the linkages between brand authenticity, brand trust, and SME growth from a CEO perspective. Brand authenticity is operationalized as consisting of three factors: brand consistency, brand customer orientation, and brand congruency. The hypotheses derived in this paper will be tested with new measures and data from 285 German SMEs using structural equation modeling. The results confirm that brand consistency and congruency foster brand trust, which in turn drives SME growth.

Keywords: Brand authenticity; SME; Entrepreneurship; Growth; Branding (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (34)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:worbus:v:48:y:2013:i:3:p:340-348

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DOI: 10.1016/j.jwb.2012.07.018

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