Das Betreuungsrechtsänderungsgesetz und die Wege einer Strukturreform des Betreuungsrechts
In: Berichte aus der Rechtswissenschaft
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In: Berichte aus der Rechtswissenschaft
In: Journal of enterprising culture: JEC, Band 13, Heft 3, S. 273-294
ISSN: 0218-4958
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.
In: Corporate reputation review, Band 8, Heft 2, S. 121-135
ISSN: 1479-1889