An Explorative Study on How New Ventures Communicate Their Brand Identity to Attain Positive Brand Awareness, Brand Attitudes, and Legitimacy
(2024) ENTN19 20241Department of Business Administration
- Abstract
- Entrepreneurial marketing has proven to be important for a brand's survival in a fiercely competitive market. A well-communicated brand identity contributes to positive brand awareness, brand attitudes and legitimacy, which are important elements for a successful brand. There are some communication strategies for well-established companies, but to our knowledge, there is a lack of research on how different strategies can be used in practice in new ventures. This thesis aims to investigate how new ventures communicate their brand identity in order to attain positive brand awareness, brand attitudes and legitimacy. The research design is a multiple case study and is based on an abductive approach. Data is gathered through semi-structured... (More)
- Entrepreneurial marketing has proven to be important for a brand's survival in a fiercely competitive market. A well-communicated brand identity contributes to positive brand awareness, brand attitudes and legitimacy, which are important elements for a successful brand. There are some communication strategies for well-established companies, but to our knowledge, there is a lack of research on how different strategies can be used in practice in new ventures. This thesis aims to investigate how new ventures communicate their brand identity in order to attain positive brand awareness, brand attitudes and legitimacy. The research design is a multiple case study and is based on an abductive approach. Data is gathered through semi-structured interviews with entrepreneurs from three different new ventures and is corroborated with a content analysis of the new ventures' websites and social media. Leading to the findings, common themes are divided into three aggregate dimensions, and are produced through 1st order codings and 2nd order themes. Firstly, the findings show that new ventures that use co-branding as a strategy and brand itself with the help of other actors, individuals and established brands can effectively attain legitimacy but also brand awareness and brand attitudes. Secondly, we can see an interplay with targeted communication and create brand awareness and brand attitudes, by communicating customized and conveying a niche. Thirdly, we find that creating emotional relationships with customers through symbolic, personal and transparent communication contributes to strong positive attitudes and legitimacy. However, we see that brand awareness, brand attitudes and legitimacy are something that come together and are often created by each other, therefore the aggregate dimensions should be combined in order to communicate the brand identity successfully. As a result of the findings, this thesis suggest future research on entrepreneurial marketing and brand identity communication within new ventures with: (1) a quantitative starting point, (2) a consumer perspective, (3) a specific industry and (4) a larger qualitative study to get a broader and more generalized picture of the subject. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9161548
- author
- Assarsson, Anna LU and Rödin, Frida LU
- supervisor
- organization
- course
- ENTN19 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Entrepreneurial marketing, new ventures, brand identity communication, brand awareness, brand attitudes, legitimacy
- language
- English
- id
- 9161548
- date added to LUP
- 2024-06-19 17:32:09
- date last changed
- 2024-06-19 17:32:09
@misc{9161548,
abstract = {{Entrepreneurial marketing has proven to be important for a brand's survival in a fiercely competitive market. A well-communicated brand identity contributes to positive brand awareness, brand attitudes and legitimacy, which are important elements for a successful brand. There are some communication strategies for well-established companies, but to our knowledge, there is a lack of research on how different strategies can be used in practice in new ventures. This thesis aims to investigate how new ventures communicate their brand identity in order to attain positive brand awareness, brand attitudes and legitimacy. The research design is a multiple case study and is based on an abductive approach. Data is gathered through semi-structured interviews with entrepreneurs from three different new ventures and is corroborated with a content analysis of the new ventures' websites and social media. Leading to the findings, common themes are divided into three aggregate dimensions, and are produced through 1st order codings and 2nd order themes. Firstly, the findings show that new ventures that use co-branding as a strategy and brand itself with the help of other actors, individuals and established brands can effectively attain legitimacy but also brand awareness and brand attitudes. Secondly, we can see an interplay with targeted communication and create brand awareness and brand attitudes, by communicating customized and conveying a niche. Thirdly, we find that creating emotional relationships with customers through symbolic, personal and transparent communication contributes to strong positive attitudes and legitimacy. However, we see that brand awareness, brand attitudes and legitimacy are something that come together and are often created by each other, therefore the aggregate dimensions should be combined in order to communicate the brand identity successfully. As a result of the findings, this thesis suggest future research on entrepreneurial marketing and brand identity communication within new ventures with: (1) a quantitative starting point, (2) a consumer perspective, (3) a specific industry and (4) a larger qualitative study to get a broader and more generalized picture of the subject.}},
author = {{Assarsson, Anna and Rödin, Frida}},
language = {{eng}},
note = {{Student Paper}},
title = {{An Explorative Study on How New Ventures Communicate Their Brand Identity to Attain Positive Brand Awareness, Brand Attitudes, and Legitimacy}},
year = {{2024}},
}