Entrepreneurs and brand creation
What is the difference in brand creation in small start-ups or family companies and brand creation in large organizations? Why is it not easier for smaller companies to create a more authentic brand?
I address these and other questions under the key word „entrepreneurial branding“.
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I published the following publications on this topic jointly with my co-authors:
Vallaster, C. and M. Czinkota (forthcoming 2015)
International Journal of Entrepreneurial Venturing
Eggers, F., O’Dwyer, M., Kraus, S., Vallaster, C. and Güldenberg, S. (2013)
The Impact of Corporate Brand Authenticity on Brand Trust and
SME Growth: A CEO Perspective
Journal of World Business, 48 (3), 340 – 348.
Vallaster, C. and Kraus, S. (2011)
Entrepreneurial Branding: Growth and its Implications
for Brand Management
International Journal of Entrepreneurship and Small Business (IJESB), 14 (3), 369–390.
Vallaster, C. (2010)
Corporate Branding von Start-Ups - der erfolgreiche Aufbau der
Unternehmensmarke
ZfKE - Zeitschrift für KMU und Entrepreneurship, 58 (4), 329 – 335.
Rode, V. and Vallaster, C. (2005)
Corporate branding for start-ups: The crucial role of
entrepreneurs
Corporate Reputation Review, 8 (2), 121 - 135.
