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This study examines the impact that consumer-entrepreneur brand attachment has on opinions of entrepreneurs as endorsers of their companies. To test the hypothesis, we conducted a 2 x 2 factorial design manipulated attachment strength to the entrepreneur and fronting situation. Results found entrepreneur brand attachment significantly affects consumers' opinions of entrepreneurs, with no significant effect for fronting situation. Findings suggest that when consumers feel attached to a entrepreneur and view that whether positive or negative fronting behaviors, their opinions of the entrepreneur tend to remain positive. The results imply that entrepreneur brands and their top team would benefit from understanding relational and situational factors that trigger consumers' feelings of attachment. KEYWORD: Consumer-Entrepreneur; Brand Attachment; Brand Endorsement; Fronting Behavior

Attachment to Entrepreneur Brands: How the Entrepreneur Implements the Fronting Behavior