Purpose Given the significant contributions of small-and medium-sized enterprises (SMEs)
across several economies, calls for investigations into their branding strategies are …

Purpose The paper represents a starting point of a broader research project in strategic start-
up communication. The main purpose of this study is to demonstrate the current state of …

Brand has become a necessary part in our daily life. The product, when becomes a brand,
promises quality, trust and distinct place in a range of choices. Brand equity can corrode …

Social media marketing involves the use of online social media tools such as Facebook,
Twitter, and LinkedIn to reach consumers in innovative ways. Given the increasingly large …

This study examined how startup CEOs' communication influences employees' relational
and behavioral outcomes. Specifically, it tested the influence of startup leaders' …

Purpose The purpose of this paper is to compare Fortune 200 and top startup chief
executive officers'(CEOs) communication strategies on Twitter and the effectiveness of these …

For startups, building a corporate brand in the digital age is an important strategic imperative
and today requires different brand management strategies from the traditional ones in the …

Purpose–The paper's aim is to determine, by means of an extensive exploratory study and
the metaphorical use of a molecule, the set of dimensions and facets that exist in people's …

Purpose The purpose of this paper is to provide insight into how female entrepreneurs
develop and communicate an authentic personal brand. The authors examine the …

The purpose of this study is to examine the effect of social media marketing on small scale
business performance. In today's social media driven environment, it is essential that small …