Original paper

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

Volume: 48, Issue: 3, Pages: 340 - 348
Published: Jul 1, 2013
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...
Paper Details
Title
The impact of brand authenticity on brand trust and SME growth: A CEO perspective
Published Date
Jul 1, 2013
Volume
48
Issue
3
Pages
340 - 348
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