Branding in new ventures: a systematic review of extant research and future research directions
Author(s)
Yönel, Tanita
Merlo, Omar
Eisingerich, Andreas B
Type
Journal Article
Abstract
Branding is a critical driver of new venture success, yet existing research remains fragmented and often overlooks the unique realities these firms face: severe resource constraints, the liability of newness, founder influence, and the challenge of building legitimacy with customers and investors. The current study presents a systematic literature review of branding in new ventures, mapping research trends and employing a grounded theory approach to integrate prior work. Specifically, we consolidate dispersed findings into an integrative framework comprising three dimensions: Brand Microfoundations and Identity Configuration (what the brand is), Market Enactment and Co-creation (how the brand is realized with stakeholders), and Contextual Logics and Constraints (when and why specific branding choices are made). For each dimension, we examine key sub-topics, propose a targeted agenda for future research, and derive actionable managerial recommendations, such as approaches to Minimum Viable Brand development and effective digital activation. Our synthesis offers both conceptual clarity for scholars and practical guidance for managing brands in resource-constrained, early-stage ventures.
Date Issued
2026-01-01
Date Acceptance
2025-12-22
Citation
International Journal of Consumer Studies, 2026, 50 (1)
ISSN
1470-6423
Publisher
Wiley
Journal / Book Title
International Journal of Consumer Studies
Volume
50
Issue
1
Copyright Statement
© 2025 The Author(s). International Journal of Consumer Studies published by John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
License URL
Publication Status
Published
Article Number
e70167
Date Publish Online
2025-12-29