کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1001460 | 937204 | 2013 | 9 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The impact of brand authenticity on brand trust and SME growth: A CEO perspective
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موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
![عکس صفحه اول مقاله: The impact of brand authenticity on brand trust and SME growth: A CEO perspective The impact of brand authenticity on brand trust and SME growth: A CEO perspective](/preview/png/1001460.png)
چکیده انگلیسی
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.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of World Business - Volume 48, Issue 3, July 2013, Pages 340–348
Journal: Journal of World Business - Volume 48, Issue 3, July 2013, Pages 340–348
نویسندگان
Fabian Eggers, Michele O’Dwyer, Sascha Kraus, Christine Vallaster, Stefan Güldenberg,