English, Article edition: CORPORATE BRAND BUILDING IN START-UPS PETER WITT; VERENA RODE

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Bookmark: http://trove.nla.gov.au/version/82677
Physical Description
  • article
Language
  • English

Edition details

Title
  • CORPORATE BRAND BUILDING IN START-UPS
Author
  • PETER WITT
  • VERENA RODE
Physical Description
  • article
Notes
  • 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.
  • RePEc:wsi:jecxxx:v:13:y:2005:i:03:p:273-294
Language
  • English
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