Results 1 to 10 of about 2,650 (151)

Corporate storytelling for branding: Underpropping or thwarting internal stakeholders’ optimistic corporate brand perceptions?

Cogent Social Sciences, 2020
There are many instances when pervasive and/or retrogressive corporate stories for branding are experienced and not reported truthfully in the organisations.
Brighton Nyagadza, Ernest M. Kadembo, Africa Makasi   +2 more
doaj   +3 more sources

Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding [PDF]

Cogent Business & Management, 2020
The goal of this article was to explore internal stakeholders’ emotional attachment and corporate brand perceptions through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative in nature. A
Brighton Nyagadza, Ernest M. Kadembo, Africa Makasi   +2 more
doaj   +3 more sources

Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions [PDF]

Cogent Business & Management, 2020
The research purpose was to assess the link between corporate storytelling for branding and internal stakeholders’ corporate brand perceptions. Nomothetic quantitative explanatory research design anchored on positivist paradigm was applied.
Brighton Nyagadza, Ernest M. Kadembo, Africa Makasi   +2 more
doaj   +3 more sources

Employees’ Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation [PDF]

SAGE Open, 2020
Employees are one of the most important factors in business. Therefore, enterprises should account for the expectations of employees, particularly their perception of the enterprise, and their behavior. This study investigates the importance of employees’
Fatih Özcan, Meral Elçi
doaj   +2 more sources

The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions [PDF]

Sustainability, 2021
Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in the competitive market. This study investigates the impact of customers’ CSR perceptions on their purchase intentions as mediated by brand equity, brand credibility, and brand reputation in order to identify the benefits of CSR ...
Ying-Kai Liao, Wann-Yih Wu, Wu Wann-Yih   +2 more
exaly   +2 more sources

An application of impression management theory on corporate storytelling for branding in examining internal stakeholders’ corporate brand perceptions [PDF]

The Retail and Marketing Review, 2019
Research purpose: The paper evaluates perspectives of Impression Management theory applied to examine the relationship between brand storytelling and internal stakeholders’ corporate brand perceptions. This is as result of paucity of research and complex
B Nyagadza, Prof E M Kadembo, Dr A Makasi   +2 more
doaj   +1 more source

Brand attitude as the catalyst: transforming perceived ESG to consumer's purchase intention in low-carbon consumption [PDF]

Frontiers in Psychology
IntroductionThe purpose of this research is to examine the influence of consumers' perceptions of corporate ESG (Environmental, Social, Governance) performance on brand-related attitude and sustainable consumption behaviors, with attention to the ...
Ran Zhang, Xiaolong Zhou, Qijia Liu, Chen Wang   +3 more
doaj   +2 more sources

The role of corporate social responsibility activities in employees’ perception of brand reputation and brand equity

Case Studies in Chemical and Environmental Engineering, 2023
The sustainable development of enterprises, which has economic, commercial, ethical, social, and environmental dimensions, is increasingly attracting attention. Focusing on the dimensions of sustainable development is essential in the present day.
Tuan Khanh Vuong, Ha Manh Bui
doaj   +2 more sources

Enhancing corporate brands through service robots: The impact of anthropomorphic design metaphors on corporate brand perceptions

Journal of Product Innovation Management
AbstractThe increasing introduction of intelligent, interactive robots in the service industry raises concerns about the potential dehumanization of service provision and its influences on corporate brand perceptions. To avoid adverse effects, new service development (NSD) managers seemingly favor service robots that feature anthropomorphic design ...
Nancy V Wunderlich, Markus Blut, Christian Brock   +2 more
exaly   +4 more sources

The Influence of the Perceptions of Corporate Social Responsibility on Trust toward the Brand [PDF]

International Journal of Management, Accounting and Economics, 2015
The aim of this research is to study the influence of the perceived corporate social responsibility activities on trust toward the brand, on one hand, and to study the moderating role of personal support various causes, in the other hand.
Héla Ammar, Feten Naoui, Imed Zaiem
doaj   +3 more sources