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
exaly +3 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 +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 +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 +2 more
doaj +3 more sources
When corporate brands tell stories: A signalling theory perspective
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, Africa Makasi
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 +2 more
doaj +1 more source
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
The impact of nostalgic corporate storytelling on brand heritage: A multiple mediation model
International Journal of Business Science and Applied Management, 2022 Given that previous studies have supported the idea that brand storytelling has a significant impact on consumer behaviour, brand stories are increasingly becoming a part of companies' marketing communications tools. The present study investigates the effect of nostalgic corporate storytelling on consumer responses to the brand. Its originality lies in
Riskos, K. +3 more
openaire +2 more sources
Journal of Pragmatics and Discourse Research, 2023 This research analyzes how a snack manufacturer uses corporate storytelling on social media to promote healthy eating. The new public health period has developed a market for healthy or well-being-related items. Many firms have emerged to give healthy food options.
Olsen Ottman +2 more
openaire +1 more source
The impact of consumer's perceived social responsibility on brand loyalty with brand credibility and identity for insurance [PDF]
کاوشهای مدیریت بازرگانیEXTENDED ABSTRACT Introduction: In recent decades, intensified market competition and the rise of socially aware consumers have heightened the strategic importance of corporate social responsibility (CSR) in attracting and retaining customers.
Samad RahimiAghdam +3 more
doaj +1 more source