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Entrepreneurial branding: growth and its implications for brand management

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  • Christine Vallaster
  • Sascha Kraus

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.

Suggested Citation

  • Christine Vallaster & Sascha Kraus, 2011. "Entrepreneurial branding: growth and its implications for brand management," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 14(3), pages 369-390.
    • Handle: RePEc:ids:ijesbu:v:14:y:2011:i:3:p:369-390
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    Citations

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    Cited by:

    1. Moritz Ehrtmann & Lars Holstenkamp & Timon Becker, 2021. "Regional Electricity Models for Community Energy in Germany: The Role of Governance Structures," Sustainability, MDPI, vol. 13(4), pages 1-24, February.
    2. Florian Lückenbach & Holger J. Schmidt & Jörg Henseler, 2023. "Building brand meaning in social entrepreneurship organizations: the social impact brand model," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 207-226, May.
    3. Eggers, Fabian & O’Dwyer, Michele & Kraus, Sascha & Vallaster, Christine & Güldenberg, Stefan, 2013. "The impact of brand authenticity on brand trust and SME growth: A CEO perspective," Journal of World Business, Elsevier, vol. 48(3), pages 340-348.
    4. Fabian Eggers & Felix Eggers & Sascha Kraus, 2016. "Entrepreneurial branding: measuring consumer preferences through choice-based conjoint analysis," International Entrepreneurship and Management Journal, Springer, vol. 12(2), pages 427-444, June.

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