Results 1 to 10 of about 586 (220)
When corporate brands tell stories: A signalling theory perspective [PDF]
Cogent Psychology, 2021 If corporate stories for branding are retrogressive and asymmetrical, it causes negative internal stakeholders’ corporate brand perceptions. This is usually accompanied by many organisational situations when untruthful corporate stories for branding are ...
Brighton Nyagadza +2 more
doaj +4 more sources
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 +2 more
doaj +3 more sources
Using corporate stories to build the corporate brand: an impression management perspective [PDF]
Journal of Product and Brand Management, 2013 Purpose – A recent area of academic interest within corporate branding and reputation is the use of storytelling in order to differentiate the corporate brand, however there is little empirical research exploring the contents of corporate stories, and how they are used by organisations to build the corporate brand. This paper aims to utilise impression
Sara SPEAR
exaly +6 more sources
A conceptual model of corporate storytelling for branding
Communicare, 2022 The purpose of this conceptual paper is to ascertain the relationship between corporate storytelling for branding and internal stakeholders’ perceptions of the corporate brand. The paucity of existing knowledge found in reviewing a variety of literature
Brighton Nyagadza +2 more
doaj +3 more sources
Benefits and risks: Views of humanitarian organizations in Lebanon on corporate assistance. [PDF]
PLOS Global Public Health, 2023 Compounding humanitarian and political crises within and across countries have been met with shrinking public resources for coordination, recovery, and mitigation.
Jihad Makhoul +5 more
doaj +2 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 +2 more
doaj +2 more sources
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 +2 more
doaj +2 more sources
Place Brand Co-Creation through Storytelling: Benefits, Risks and Preconditions
Tourism and Hospitality, 2021 Co-creation in place branding is used as an umbrella term for the complex brand meaning emerging through stakeholders’ participation in place activities, their contribution, collaborations and interchange of ideas and resources.
Ioana S. Stoica +3 more
doaj +1 more source
Corporate brand building from the corporate stories perspective: a Brazilian football teams study [PDF]
Cadernos EBAPE.BR, 2017 Abstract The study aims to investigate the content of corporate stories of the Brazilian’s football clubs and how these stories are used to build their corporate brands. The stories were collected from the corporate websites of football clubs in Brazil belonging to series A, B and C.
Scharf, Edson Roberto +3 more
openaire +4 more sources
Stories in co-creating corporate brand identity
, 2020 Purpose Storytelling is a natural way for humans to express ourselves — we have always told stories to each other (e.g. Shankar et al. 2001; Green 2006; Kent 2015). It is part of our cultures as an entertainment but also as means to pass e.g. knowledge and values (Spear & Roper 2016).
Oikarinen Eeva-Liisa +1 more
openaire +2 more sources