{"id":"https://openalex.org/W904875681","doi":null,"title":"Corporate Brand Building in Start-Ups through Equity-Based Crowdfunding: A Case Study of Virtuous Spirits","display_name":"Corporate Brand Building in Start-Ups through Equity-Based Crowdfunding: A Case Study of Virtuous Spirits","publication_year":2015,"publication_date":"2015-01-01","ids":{"openalex":"https://openalex.org/W904875681","mag":"904875681"},"language":"en","primary_location":{"id":"pmh:oai:lup-student-papers.lub.lu.se:7458633","doi":null,"is_oa":true,"landing_page_url":"http://lup.lub.lu.se/student-papers/record/7458633","pdf_url":"http://lup.lub.lu.se/student-papers/record/7458633","source":{"id":"https://openalex.org/S4306402420","display_name":"Lund University Publications Student Papers (Lund University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I187531555","host_organization_name":"Lund University","host_organization_lineage":["https://openalex.org/I187531555"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"H1"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"http://lup.lub.lu.se/student-papers/record/7458633","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5033468772","display_name":"Sandra Markovic","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Sandra Markovic","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5004483917","display_name":"Sandra Fernholz","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Sandra Fernholz","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11995","display_name":"FinTech, Crowdfunding, Digital Finance","score":0.9419000148773193,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11995","display_name":"FinTech, Crowdfunding, Digital Finance","score":0.9419000148773193,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.039500001817941666,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.009700000286102295,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/equity-crowdfunding","display_name":"equity crowdfunding","score":0.9279999732971191},{"id":"https://openalex.org/keywords/corporate-branding","display_name":"corporate branding","score":0.9819999933242798},{"id":"https://openalex.org/keywords/business-start-up","display_name":"startups","score":0.9869999885559082},{"id":"https://openalex.org/keywords/brand-ambassadors","display_name":"brand ambassadors","score":0.8069999814033508},{"id":"https://openalex.org/keywords/word-of-mouth","display_name":"word of mouth","score":0.9869999885559082},{"id":"https://openalex.org/keywords/corporate-communication","display_name":"corporate communication","score":0.9409999847412109},{"id":"https://openalex.org/keywords/corporate-image","display_name":"corporate image","score":0.6079999804496765},{"id":"https://openalex.org/keywords/corporate-identity","display_name":"corporate identity","score":0.9559999704360962}],"concepts":[{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.8709391951560974},{"id":"https://openalex.org/C136006765","wikidata":"https://www.wikidata.org/wiki/Q1134689","display_name":"Corporate branding","level":3,"score":0.7762376070022583},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6999754905700684},{"id":"https://openalex.org/C2779613991","wikidata":"https://www.wikidata.org/wiki/Q18400009","display_name":"Equity crowdfunding","level":3,"score":0.5794873237609863},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5778036117553711},{"id":"https://openalex.org/C2780224610","wikidata":"https://www.wikidata.org/wiki/Q1530061","display_name":"Credibility","level":2,"score":0.48593083024024963},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.4663706421852112},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.44879311323165894},{"id":"https://openalex.org/C199728807","wikidata":"https://www.wikidata.org/wiki/Q2578557","display_name":"Equity (law)","level":2,"score":0.41976362466812134},{"id":"https://openalex.org/C121955636","wikidata":"https://www.wikidata.org/wiki/Q4116214","display_name":"Accounting","level":1,"score":0.19926005601882935},{"id":"https://openalex.org/C12559387","wikidata":"https://www.wikidata.org/wiki/Q185142","display_name":"Initial public offering","level":2,"score":0.09654325246810913},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.07902812957763672},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:lup-student-papers.lub.lu.se:7458633","doi":null,"is_oa":true,"landing_page_url":"http://lup.lub.lu.se/student-papers/record/7458633","pdf_url":"http://lup.lub.lu.se/student-papers/record/7458633","source":{"id":"https://openalex.org/S4306402420","display_name":"Lund University Publications Student Papers (Lund University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I187531555","host_organization_name":"Lund University","host_organization_lineage":["https://openalex.org/I187531555"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"H1"},{"id":"mag:904875681","doi":null,"is_oa":false,"landing_page_url":"https://lup.lub.lu.se/student-papers/record/7458633/file/7458731.pdf","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"pmh:oai:lup-student-papers.lub.lu.se:7458633","doi":null,"is_oa":true,"landing_page_url":"http://lup.lub.lu.se/student-papers/record/7458633","pdf_url":"http://lup.lub.lu.se/student-papers/record/7458633","source":{"id":"https://openalex.org/S4306402420","display_name":"Lund University Publications Student Papers (Lund University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I187531555","host_organization_name":"Lund University","host_organization_lineage":["https://openalex.org/I187531555"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"H1"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W904875681.pdf","grobid_xml":"https://content.openalex.org/works/W904875681.grobid-xml"},"referenced_works_count":60,"referenced_works":["https://openalex.org/W79937781","https://openalex.org/W113044168","https://openalex.org/W143656369","https://openalex.org/W187142668","https://openalex.org/W564830712","https://openalex.org/W605593526","https://openalex.org/W1492835342","https://openalex.org/W1505999675","https://openalex.org/W1528147046","https://openalex.org/W1574682103","https://openalex.org/W1604494132","https://openalex.org/W1821444635","https://openalex.org/W1964487809","https://openalex.org/W1965281947","https://openalex.org/W1989351857","https://openalex.org/W1989516431","https://openalex.org/W1990148280","https://openalex.org/W1994140826","https://openalex.org/W1995132172","https://openalex.org/W2006141708","https://openalex.org/W2018311467","https://openalex.org/W2022594908","https://openalex.org/W2035978722","https://openalex.org/W2038900249","https://openalex.org/W2038914387","https://openalex.org/W2050362133","https://openalex.org/W2051877349","https://openalex.org/W2052767430","https://openalex.org/W2069809895","https://openalex.org/W2081155210","https://openalex.org/W2085456955","https://openalex.org/W2088395135","https://openalex.org/W2099342631","https://openalex.org/W2102467277","https://openalex.org/W2102719717","https://openalex.org/W2107570674","https://openalex.org/W2110416264","https://openalex.org/W2111143102","https://openalex.org/W2113833762","https://openalex.org/W2124503841","https://openalex.org/W2125588186","https://openalex.org/W2130843325","https://openalex.org/W2133263811","https://openalex.org/W2133931013","https://openalex.org/W2134519823","https://openalex.org/W2143375227","https://openalex.org/W2144446652","https://openalex.org/W2145227590","https://openalex.org/W2147092861","https://openalex.org/W2153674408","https://openalex.org/W2174253539","https://openalex.org/W2234232270","https://openalex.org/W2582377764","https://openalex.org/W2594598485","https://openalex.org/W2734958999","https://openalex.org/W3121545263","https://openalex.org/W3121716941","https://openalex.org/W3123768472","https://openalex.org/W3125753404","https://openalex.org/W3147181238"],"related_works":["https://openalex.org/W3121950630","https://openalex.org/W4220992300","https://openalex.org/W2952788972","https://openalex.org/W2567385877","https://openalex.org/W2884990423","https://openalex.org/W2087085890","https://openalex.org/W2051877349","https://openalex.org/W2392180512","https://openalex.org/W2797914388","https://openalex.org/W2587764829"],"abstract_inverted_index":{"This":[0,147],"study":[1,78,176],"investigates":[2],"if":[3],"and":[4,108,137],"how":[5],"equity-based":[6,33,68,113,123,184],"crowdfunding":[7,34,69,114,185],"can":[8,20,127],"benefit":[9],"a":[10,22,71,89,187],"start-up\u2019s":[11,90,173,205],"corporate":[12,18,48,72,91,144,190,194,198,206],"brand":[13,19,49,73,92,131,145],"building":[14,50,74,93],"process.":[15,94],"Building":[16],"the":[17,26,30,39,62,101,109,112,125,129,152,157,162,172,180,193,197,204],"play":[21],"significant":[23],"role":[24],"for":[25,142],"company\u2019s":[27],"establishment":[28],"in":[29,38,47,82,179,200],"market.":[31],"Although":[32],"has":[35,42],"grown":[36],"exponentially":[37],"Nordics,":[40],"it":[41],"not":[43],"been":[44],"covered":[45],"enough":[46],"literature.":[51],"The":[52,118,159,175],"scope":[53],"of":[54,67,111,161,189],"this":[55],"research":[56],"was":[57,80],"to":[58,84,134,151,182,202],"shed":[59],"light":[60],"on":[61,171],"yet":[63],"relatively":[64],"undiscovered":[65],"area":[66],"as":[70,186],"tool.":[75],"A":[76],"case":[77],"approach":[79],"chosen":[81],"order":[83,201],"produce":[85],"in-depth":[86,98],"information":[87],"about":[88],"Accordingly,":[95],"ten":[96],"semi-structured":[97],"interviews":[99],"with":[100,196],"start-up":[102,126],"Virtuous":[103],"Spirits\u2019":[104],"creators,":[105],"investors,":[106],"non-investors":[107],"intermediary":[110,163],"campaigns":[115],"were":[116],"conducted.":[117],"results":[119],"suggest":[120],"that":[121],"through":[122,167],"crowdfunding,":[124],"find":[128],"right":[130],"ambassadors":[132],"leading":[133],"positive":[135,169],"word-of-mouth":[136],"feedback":[138],"which":[139],"is":[140,148,164],"crucial":[141],"its":[143,168],"building.":[146],"possible":[149],"due":[150],"pre-targeted":[153],"audience":[154],"provided":[155],"by":[156],"intermediary.":[158],"importance":[160],"further":[165],"highlighted":[166],"effect":[170],"credibility.":[174],"therefore":[177],"concludes":[178],"proposition":[181],"use":[183],"channel":[188],"communication,":[191],"aligning":[192],"image":[195],"identity":[199],"build":[203],"brand.":[207]},"counts_by_year":[],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2016-06-24T00:00:00"}
