Linking entrepreneurial orientation to brand reputation
by Orlando Lima Rua; Alexandra França
Global Business and Economics Review (GBER), Vol. 20, No. 5/6, 2018

Abstract: The relationship between entrepreneurial orientation (EO) and firm performance has a broad scholarly acceptance. However, scant evidence is available on how EO influences other variables, namely intangible assets. In this vein and in light of the resource-based approach, we hypothesise a positive relationship between EO and brand reputation. Based on survey data from 42 Portuguese small and medium enterprises (SME's), we find empirical support that globally EO has a positive and significant influence on brand reputation, and that the EO's dimension that most contribute is innovativeness. Overall, this study provides novel insights into EO and reputational resources literature.

Online publication date: Mon, 03-Sep-2018

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