An Explorative Study on How New Ventures Communicate Their Brand Identity to Attain Positive Brand Awareness, Brand Attitudes, and Legitimacy
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