Non-effectual, non-customer effectual, or customer-effectual: A conceptual exploration of the applicability of the effectuation logic in startup brand identity construction

Primarily evolving from the marketing and entrepreneurship literature, entrepreneurial marketing has enjoyed many milestones in its acceptance as an area of marketing. Entrepreneurial marketing is now advancing towards theory construction. Since startup brand identity construction is unique, it merits entrepreneurial marketing researchers' attention. Accordingly, this study conceptually explores the applicability of the effectuation logic to startups' brand identity construction. Here, we argue that whether the effectuation logic applies to startups' brand identity construction depends on the pre-existence of a market or a brand community.