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

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

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish
Pages (from-to)340-348
Number of pages9
JournalJournal of World Business
Volume48
Issue number3
DOIs
Publication statusPublished - Jul 2013
Externally publishedYes

Keywords

  • Brand authenticity
  • Branding
  • Entrepreneurship
  • Growth
  • SME

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