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Non-effectual, non-customer effectual, or customer-effectual: A conceptual exploration of the applicability of the effectuation logic in startup brand identity construction

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  • Shi, Lei
  • Miles, Angela

Abstract

Primarily evolving from the marketing and entrepreneurship literature, entrepreneurial marketing has enjoyed many milestones in its acceptance as an area of marketing. Entrepreneurial marketing is now advancing towards theory construction. Since startup brand identity construction is unique, it merits entrepreneurial marketing researchers' attention. Accordingly, this study conceptually explores the applicability of the effectuation logic to startups' brand identity construction. Here, we argue that whether the effectuation logic applies to startups' brand identity construction depends on the pre-existence of a market or a brand community.

Suggested Citation

  • Shi, Lei & Miles, Angela, 2020. "Non-effectual, non-customer effectual, or customer-effectual: A conceptual exploration of the applicability of the effectuation logic in startup brand identity construction," Journal of Business Research, Elsevier, vol. 113(C), pages 168-179.
    • Handle: RePEc:eee:jbrese:v:113:y:2020:i:c:p:168-179
    DOI: 10.1016/j.jbusres.2019.03.024
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    1. Kusi, Samuel Yaw & Gabrielsson, Peter & Kontkanen, Minnie, 2021. "Developing brand identities for international new ventures under uncertainty: Decision-making logics and psychic distance," International Business Review, Elsevier, vol. 30(6).

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