Corporate Brand Building in Start-Ups through Equity-Based Crowdfunding: A Case Study of Virtuous Spirits
This study investigates if and how equity-based crowdfunding can benefit a start-up’s corporate brand building process. Building the corporate brand can play a significant role for the company’s establishment in the market. Although equity-based crowdfunding has grown exponentially in the Nordics, it has not been covered enough in corporate brand building literature. The scope of this research was