Please use this identifier to cite or link to this item: https://cris.library.msu.ac.zw//handle/11408/6232
Title: Corporate storytelling for branding: Underpropping or thwarting internal stakeholders’ optimistic corporate brand perceptions?
Authors: Brighton Nyagadza
Ernest M. Kadembo
Africa Makasi
Doctor of Philosophy (Marketing Management) finalist (Midlands State University, Zimbabwe)
Professor of Business at Richmond, the American University in London, United Kingdom
Senior Lecturer at the Namibia University of Science and Technology
Keywords: corporate stories for branding
corporate brand perceptions
content analysis
internal stakeholders
impression management
listed companies
qualitative research methodology
Zimbabwe
Issue Date: 9-Nov-2020
Publisher: Taylor and Francis Online
Abstract: There are many instances when pervasive and/or retrogressive corporate stories for branding are experienced and not reported truthfully in the organisations. If corporate stories for branding are negative, it can therefore be questioned to what extent they underprop or thwart internal stakeholders’ corporate brand perceptions. Due to this, there are theoretical and literature gaps existing related to corporate storytelling for branding and its influence on internal stakeholders’ corporate brand perceptions. As a result, purposively sampled fifty-four in-depth semi-structured interviews were conducted between 2019 and 2020 (within six selected Zimbabwean listed companies, from six different industrial sectors), to inquire for responses basing on the research study questions modelled from the research problem. Qualitative methodology was applied to execute the research, with evidence from interview transcripts, corporate documents and physical observations being analysed systematically, using conventional, summative and directed content analyses, respectively. Results showed that there are extensive differences in the responses related to how internal stakeholders perceive the corporate brand, as a result of shared corporate stories for branding. Originally, the study depicted that Impression Management (IM) theory is utilitarian in exploring the influence of corporate stories for branding on internal stakeholders’ corporate brand perceptions. The research study contributes to corporate storytelling for branding and Impression Management (IM) theory, practice and future research directions.
URI: https://cris.library.msu.ac.zw//handle/11408/6232
Appears in Collections:Research Papers

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