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The development and validation of a brand-building framework for platform-centric startups

Platform-centric startups that generate value by facilitating interactions between two or more interdependent groups digitally transform and disrupt the business environment, leading to significant changes in how people purchase, sell, communicate, and even live. Some of these, such as Uber and Airbnb, have become among the most beloved and successful brands, though they had serious challenges in building up their brands at the early stages due to lack of resources.
The purpose of this dissertation is to develop a framework of branding in platform-centric startups by identifying the pillars of brandā€building and linking the relevant factors. This study employs qualitative method to propose a four-level framework including passion, innovation, co-creation, and moralization for brand-building in startups. The novelty of this framework reveals that the locus of brand-building is gradually expanding from the founders to the company, then to the customers, and finally to a larger societal constituency. The framework can assist founders and stakeholders in monitoring the growth of a new venture in the real business world while guiding branding scholars to investigate the discipline of startup branding.

Identiferoai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/19865
Date January 2022
CreatorsRoshanzamir, Amir H.
ContributorsIsmagilova, Elvira, Weerakkody, Vishanth J.P.
PublisherUniversity of Bradford, School of Management. Faculty of Management, Law, and Social Sciences
Source SetsBradford Scholars
LanguageEnglish
Detected LanguageEnglish
TypeThesis, doctoral, DBA
Rights<a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/"><img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/88x31.png" /></a><br />The University of Bradford theses are licenced under a <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/">Creative Commons Licence</a>.

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