How perceived brand authenticity is affected by company growth

Abstract

While it has been shown that authenticity in brands can contribute to growth, there has been little research regarding how growth affects authenticity. This study measures perceived brand authenticity within the craft beer market, and determines how it is affected by three different aspects of growth: company size, presence and availability, and ownership structure. The results of the study indicate that when a small firm is purchased by a larger corporation this will have a negative effect on perceived brand authenticity. Also, if a company grows in terms of employees, this has a partially negative impact on perceived brand authenticity, while an increase in presence and availability has no significant impact at all.