... create more cohesive and authentic brand narratives that enhance loyalty and engagement. Corporate branding Entrepreneurship Entrepreneurial identity Founder identity Identity work Longitudinal study Role of founders Small firm branding Small and medium enterprises (SMEs) Start-ups...

... Limited 2004 Metaphors Start‐ups Business development Marshak (1996) describes the use of metaphoric fields that “structure perception and behaviour”. Each field defines reality and Marshak suggests that where there is consistency “with the operative themes of the metaphoric field...

... Consumer behaviour Consumer’s risk Entrepreneurs Qualitative techniques Risk management Start‐ups Opinions are divided amongst researchers as to what constitutes legitimate inquiry and warrantable knowledge in specific situations. Indeed there appear to be two diametrically opposing views...