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Corporate Brand Building In Start-Ups

Author

Listed:
  • PETER WITT

    (Otto-Beisheim-Graduate School of Management (WHU), Germany)

  • VERENA RODE

    (Otto-Beisheim-Graduate School of Management (WHU), Germany)

Abstract

In this paper, we develop a multi-stage formative measurement model to investigate which factors constitute the corporate brand of a start-up as seen from within the firm (corporate identity) and as perceived from outside (corporate image). Furthermore, we propose a structural model for brand building in start-ups, i.e. the causal relation between corporate identity and corporate image. We test this model empirically for a sample of 311 German start-ups. The study proves the importance of well-balanced and timely corporate branding activities in new ventures. It shows that internal branding activities are at least as important as those communication measures that are directly targeted at external audiences like customers and investors.

Suggested Citation

  • Peter Witt & Verena Rode, 2005. "Corporate Brand Building In Start-Ups," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 13(03), pages 273-294.
    • Handle: RePEc:wsi:jecxxx:v:13:y:2005:i:03:n:s0218495805000173
    DOI: 10.1142/S0218495805000173
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    References listed on IDEAS

    as
    1. Nicholas Ind, 1997. "The Corporate Brand," Palgrave Macmillan Books, in: The Corporate Brand, chapter 1, pages 1-13, Palgrave Macmillan.
    2. Nicholas Ind, 1997. "The Corporate Brand," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-37588-8.
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    Cited by:

    1. Diamantopoulos, Adamantios & Riefler, Petra & Roth, Katharina P., 2008. "Advancing formative measurement models," Journal of Business Research, Elsevier, vol. 61(12), pages 1203-1218, December.
    2. Kusi, Samuel Yaw & Gabrielsson, Peter & Kontkanen, Minnie, 2021. "Developing brand identities for international new ventures under uncertainty: Decision-making logics and psychic distance," International Business Review, Elsevier, vol. 30(6).
    3. Staub, Selva & Kaynak, Ramazan & Gok, Tarkan, 2016. "What affects sustainability and innovation — Hard or soft corporate identity?," Technological Forecasting and Social Change, Elsevier, vol. 102(C), pages 72-79.
    4. 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.
    5. 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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