ADEBAYO, OLUFUNKE PATRICIA and Adesanya, Oluwatoyin D, and Ogunnaike, O.O. and Ekechukwe, C. L. (2017) ENTREPRENEURIAL BRANDING AND PERFORMANCE: A SYSTEMATIC REVIEW. In: 1ST COVENANT UNIVERSITY INTERNATIONAL CONFERENCE ON ENTREPRENEURSHIP (CU-ICE) 2017, June 12 - 14, 2017.
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Abstract
Literature search revealed that brand corporate identity is one of the intangible assets that can be employed by an entrepreneur to carve a niche for his business in the business environment. It is a well calculated strategy that an entrepreneur uses through intrinsic and extrinsic plan to project itself. However, organisational performance management is a process wherein the organization manages its operations/activities to match its corporate and functional strategies and objectives. This study examined and chronologically reviewed extant literature in entrepreneurial branding and it can bring performance into the operating system. This research work made use of relevant academic literature from various disciplines ranging from entrepreneurship, marketing and business. The study carried out a systematic review of academic journals and publication, conference papers, few textbooks and websites. The study was restricted to English publications. Meanwhile, academic journals of various disciplines were consulted from where the review of literature was explored for this research study. In all, the findings of the study were that multifaceted nature of the discipline had for long been acknowledged by specialties who engages the knowledge of expertise searched across from diverse disciplines. This multi-sided approach may also be handily applied by social art researchers in way enlightenment can cross fertilized other field of research. Marketing probably can make an essential impact in this respect since it is expanding into novel areas. Gaps in literature were that the concept of corporate identity theories above can be endorsed for meticulously expounding, improving and inciting an in-depth knowledge about corporate identity, this could also be logical way they were deteriorated by their nonexistence of practical backing, and recommendations were that, it is anticipated that entrepreneurial branding for further studies occupies position in advertising and business programs in the nearest future.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Entrepreneur, Branding, Corporate Branding, Corporate Identity, Business Environment |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | nwokealisi |
| Date Deposited: | 09 Nov 2023 10:40 |
| Last Modified: | 09 Nov 2023 10:40 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/17535 |
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