Title: Entrepreneurial branding: growth and its implications for brand management

Authors: Christine Vallaster; Sascha Kraus

Addresses: University of Liechtenstein, Fürst-Franz-Josef-Strasse, FL-9490 Vaduz, Liechtenstein. ' University of Liechtenstein, Fürst-Franz-Josef-Strasse, FL-9490 Vaduz, Liechtenstein

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.

Keywords: entrepreneurial branding; corporate branding; brand management; entrepreneurial behaviour; perceived authenticity; entrepreneurial growth; brand authenticity; Bionade; organic drinks; brands; carbonated beverages; Germany; internal perceptions; non-alcoholic drinks; outside perceptions; external perceptions; brand values; company size; product presence; product availability; ownership structures; small and medium-sized enterprises; SMEs; entrepreneurs; entrepreneurship.

DOI: 10.1504/IJESB.2011.042759

International Journal of Entrepreneurship and Small Business, 2011 Vol.14 No.3, pp.369 - 390

Published online: 21 Oct 2014 *

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