TY - JOUR
T1 - The impact of brand authenticity on brand trust and SME growth
T2 - A CEO perspective
AU - Eggers, Fabian
AU - O'Dwyer, Michele
AU - Kraus, Sascha
AU - Vallaster, Christine
AU - Güldenberg, Stefan
PY - 2013/7
Y1 - 2013/7
N2 - 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.
AB - 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.
KW - Brand authenticity
KW - Branding
KW - Entrepreneurship
KW - Growth
KW - SME
UR - http://www.scopus.com/inward/record.url?scp=84879837010&partnerID=8YFLogxK
U2 - 10.1016/j.jwb.2012.07.018
DO - 10.1016/j.jwb.2012.07.018
M3 - Article
AN - SCOPUS:84879837010
SN - 1090-9516
VL - 48
SP - 340
EP - 348
JO - Journal of World Business
JF - Journal of World Business
IS - 3
ER -