Internal Branding as a Marketing Strategy for Start-Up

DOI

10.2991/978-94-6463-008-4_91How to use a DOI?

Keywords

Start-up; branding strategies; internal branding; brand performance

Abstract

Internal branding evolved from marketing to engage employees of any organization for strategic planning. However, there has been a lack of evidence on the internal branding’s Return on Investment that has affected start-up managers. Therefore, this study aims to investigate the roles of internal branding as a marketing strategy of start-ups. Data were collected using a questionnaire from Egyptian start-ups. The proposed hypotheses were tested using PLS-SEM. The study addresses the roles of inter-functional coordination and internal branding to enhance the performance of a start-up brand. The findings show that start-up brands can be improved through internal branding. Similarly, internal branding programs are necessary to align and transform employee behavior.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ahmed Rageh Ismail
AU  - Bahtiar Mohamad
AU  - Muslim Diekola Akanmu
PY  - 2022
DA  - 2022/12/05
TI  - Internal Branding as a Marketing Strategy for Start-Up
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 725
EP  - 732
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_91
DO  - 10.2991/978-94-6463-008-4_91
ID  - Ismail2022
ER  -