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...

As we progress through the 21st century, organizations - small, medium and large - are competing in an environment that is global in nature and scope, information rich and knowledge based. In compiling this e-book, the increasing role that brand, organizational identity and reputation occupy in...