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

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...

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Bibliographic Details
Published inJournal of world business : JWB Vol. 48; no. 3; pp. 340 - 348
Main Authors Eggers, Fabian, O’Dwyer, Michele, Kraus, Sascha, Vallaster, Christine, Güldenberg, Stefan
Format Journal Article
LanguageEnglish
Published Greenwich Elsevier Inc 01.07.2013
Elsevier Science Ltd
Subjects
Authenticity
Brand authenticity
Brand loyalty
Branding
Brands
Business growth
Chief executive officers
Economic growth
Entrepreneurship
Germany
Growth
Growth models
Small & medium sized enterprises-SME
Small and medium sized enterprises
SME
Studies
Trust
Western Europe
Germany
SME
Branding
Growth
Brand authenticity
Entrepreneurship
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Summary: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.
Bibliography:ObjectType-Article-2
SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 23
ISSN:1090-9516
1878-5573
DOI:10.1016/j.jwb.2012.07.018