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

doi:10.1016/j.jwb.2012.07.018

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 journal › Article › peer-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 language	English
Pages (from-to)	340-348
Number of pages	9
Journal	Journal of World Business
Volume	48
Issue number	3
DOIs	https://doi.org/10.1016/j.jwb.2012.07.018 https://doi.org/10.1016/j.jwb.2012.07.018
Publication status	Published - Jul 2013
Externally published	Yes

Keywords

Brand authenticity
Branding
Entrepreneurship
Growth
SME

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title = "The impact of brand authenticity on brand trust and SME growth: A CEO perspective",

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, Branding, Entrepreneurship, Growth, SME",

author = "Fabian Eggers and Michele O'Dwyer and Sascha Kraus and Christine Vallaster and Stefan G{\"u}ldenberg",

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AU - Kraus, Sascha

AU - Vallaster, Christine

AU - Güldenberg, Stefan

PY - 2013/7

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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.

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KW - Entrepreneurship

KW - Growth

KW - SME

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

Abstract

Keywords

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