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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Veröffentlicht in:	Journal of world business : JWB 2013-07, Vol.48 (3), p.340-348
Hauptverfasser:	Eggers, Fabian, O’Dwyer, Michele, Kraus, Sascha, Vallaster, Christine, Güldenberg, Stefan
Format:	Artikel
Sprache:	eng
Schlagworte:	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
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Beschreibung
Zusammenfassung:	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.
ISSN:	1090-9516 1878-5573
DOI:	10.1016/j.jwb.2012.07.018