Purpose–This paper aims to shed light on the specificity of branding approaches for young
companies for the reason that branding is a crucial activity for the survival and success of a …

The aim of this contribution is to analyze the development of a corporate brand in the early
phases of start-ups. In particular, this paper looks at processes that occur due to decisions …

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 …

Corporate branding, both as a philosophy of organisational change and as a process, is well
understood in many business-to-consumer (B2C) organisations in the UK. This paper claims …

Purpose–This paper aims to explore three central tensions in the debate on corporate
branding. Is a normative or a social constructionist approach more appropriate in …

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

A theory of brand‐led SME new venture development | Emerald Insight Books and journals Case
studies Expert Briefings Open Access Publish with us Advanced search A theory of brand‐led …

This study develops an empirically grounded framework for corporate brand building at
different stages of a small business growth. The framework suggests specific functions for …

This paper clarifies the role of branding among academic SME1 studies. It shortly introduces
different streams of branding, especially product branding and corporate branding. The …

Purpose–The purpose of this paper is to design and test a model for the internal anchorage
of a business‐to‐business brand via corporate brand orientation. Design/methodology …