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Matches in SemOpenAlex for { <https://semopenalex.org/work/W2014659009> ?p ?o ?g. }

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• W2014659009 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." @default.
• W2014659009 created "2016-06-24" @default.
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• W2014659009 date "2013-07-01" @default.
• W2014659009 modified "2023-10-17" @default.
• W2014659009 title "The impact of brand authenticity on brand trust and SME growth: A CEO perspective" @default.
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• W2014659009 doi "https://doi.org/10.1016/j.jwb.2012.07.018" @default.
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