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

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

Eggers, Fabian; O’Dwyer, Michele; Kraus, Sascha; … - In: Journal of World Business 48 (2013) 3, pp. 340-348

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...

Persistent link: https://www.econbiz.de/10011065270