Linking entrepreneurial orientation to brand reputation

Orlando Lima Rua and Alexandra França

Global Business and Economics Review, 2018, vol. 20, issue 5/6, 667-678

Abstract: The relationship between entrepreneurial orientation (EO) and firm performance has a broad scholarly acceptance. However, scant evidence is available on how EO influences other variables, namely intangible assets. In this vein and in light of the resource-based approach, we hypothesise a positive relationship between EO and brand reputation. Based on survey data from 42 Portuguese small and medium enterprises (SME's), we find empirical support that globally EO has a positive and significant influence on brand reputation, and that the EO's dimension that most contribute is innovativeness. Overall, this study provides novel insights into EO and reputational resources literature.

Keywords: entrepreneurial orientation; EO; reputational resources; brand reputation; brand equity; SME's; Portuguese footwear industry. (search for similar items in EconPapers)
Date: 2018
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