Title: Linking entrepreneurial orientation to brand reputation

Authors: Orlando Lima Rua; Alexandra França

Addresses: Polytechnic of Porto/ISCAP/CEOS.PP, Applied Management Research Unit (UNIAG), Rua Jaime Lopes Amorim, s/n, 4465-004 S. Mamede de Infesta, Portugal ' School of Economics and Management, University of Minho, Campus de Gualtar, 4710, 057 Braga, Portugal

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.

Keywords: entrepreneurial orientation; EO; reputational resources; brand reputation; brand equity; SME's; Portuguese footwear industry.

DOI: 10.1504/GBER.2018.094451

Global Business and Economics Review, 2018 Vol.20 No.5/6, pp.667 - 678

Received: 26 Jan 2017
Accepted: 15 Sep 2017
Published online: 03 Sep 2018 *

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