Entrepreneurial branding: growth and its implications for brand management. (1st January 2011)

• Record Type: Journal Article
• Authors: Vallaster, Christine; Kraus, Sascha
• Is Part Of: International journal of entrepreneurship and small business. Volume 14:Number 3(2011)
• Page Start: 369
• Page End: 390
• Publication Date: 2011-01-01
• Subjects: entrepreneurial branding -- entrepreneurship -- corporate branding -- CB -- growth -- brand authenticity; Entrepreneurship -- Periodicals; Small business -- Management -- Periodicals; 658.42105
• Languages: English
• ISSNs: 1476-1297

Abstract

Small enterprise growth is at the heart of entrepreneurship research. While in most cases growth is welcome, its management brings about major challenges. The main focus of this article is on showing the relationship between a firm's corporate branding practices, its entrepreneurial behaviours and impact on perceived brand authenticity during phases of growth. The entrepreneurial growth process of the German BIONADE brand is analysed. The results show that as long as outside and internal perception of brand values is congruent the brand is perceived as authentic. The results show three variables, i.e., company size, increasing presence/availability as well as ownership structures, to have considerable impact on the degree to which the brand is perceived as authentic.