The impact of brand authenticity on brand trust and SME growth: A CEO perspective |
| |
| Authors: | Fabian Eggers Michele O’Dwyer Sascha Kraus Christine Vallaster Stefan Güldenberg |
| |
| Affiliation: | 1. Department of Marketing, Menlo College, 1000 El Camino Real, Atherton, CA 94027-4301, USA;2. Department of Management and Marketing, Kemmy Business School, University of Limerick, Limerick, Ireland;3. Institute of Entrepreneurship, University of Liechtenstein, Fürst Franz-Josef-Straße, 9490 Vaduz, Liechtenstein;4. Department of International Management, University of Liechtenstein, Fürst Franz-Josef-Straße, 9490 Vaduz, Liechtenstein;1. EGADE Business School – Tecnológico de Monterrey, Monterrey, México;2. EGADE Business School – Tecnológico de Monterrey, Ciudad de México, México;3. Av. Carlos Lazo 100, Santa Fe, La Loma, Álvaro Obregón, 01389, Ciudad de México, CDMX, México;4. Centro Universitario San Isidoro, Sevilla, Spain;1. Ozyegin University, School of Applied Sciences, Cekmekoy Kampusu, Nisantepe Mah. Orman Sok, 34794 Çekmekoy – Istanbul, Turkey;2. Oklahoma State University, School of Hotel and Restaurant Administration, 210 Human Sciences West, Stillwater, OK 74078, USA;1. Department of Marketing, University of Valencia, Spain;2. Faculty of Economics & Business, University of Zagreb, Croatia;1. Department of Hotel and Leisure Club Management, School of Tourism Management, Sun Yat-Sen University (SYSU), Zhuhai, Zip Code: 519082, China;2. Washington State University, Carson College of Business, School of Hospitality Business Management, 340G Todd Hall, PO Box 644736, Pullman, WA, USA;3. School of Tourism and Hospitality, University of Johannesburg, Johannesburg, South Africa;4. Department of International Business, Chung Yuan Christian University, ChungLi District, Taoyuan City, Taiwan |
| |
| 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: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
