Please use this identifier to cite or link to this item: https://cris.library.msu.ac.zw//handle/11408/6232
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dc.contributor.authorBrighton Nyagadzaen_US
dc.contributor.authorErnest M. Kademboen_US
dc.contributor.authorAfrica Makasien_US
dc.date.accessioned2024-06-12T09:34:29Z-
dc.date.available2024-06-12T09:34:29Z-
dc.date.issued2020-11-09-
dc.identifier.urihttps://cris.library.msu.ac.zw//handle/11408/6232-
dc.description.abstractThere 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.en_US
dc.language.isoenen_US
dc.publisherTaylor and Francis Onlineen_US
dc.relation.ispartofCogent Social Sciencesen_US
dc.subjectcorporate stories for brandingen_US
dc.subjectcorporate brand perceptionsen_US
dc.subjectcontent analysisen_US
dc.subjectinternal stakeholdersen_US
dc.subjectimpression managementen_US
dc.subjectlisted companiesen_US
dc.subjectqualitative research methodologyen_US
dc.subjectZimbabween_US
dc.titleCorporate storytelling for branding: Underpropping or thwarting internal stakeholders’ optimistic corporate brand perceptions?en_US
dc.typeresearch articleen_US
dc.identifier.doihttps://doi.org/10.1080/23311886.2020.1845926-
dc.contributor.affiliationDoctor of Philosophy (Marketing Management) finalist (Midlands State University, Zimbabwe)en_US
dc.contributor.affiliationProfessor of Business at Richmond, the American University in London, United Kingdomen_US
dc.contributor.affiliationSenior Lecturer at the Namibia University of Science and Technologyen_US
dc.relation.issn2331-1975en_US
dc.description.volume6en_US
dc.description.issue1en_US
dc.description.startpage1en_US
dc.description.endpage26en_US
item.cerifentitytypePublications-
item.openairetyperesearch article-
item.fulltextWith Fulltext-
item.grantfulltextopen-
item.languageiso639-1en-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
Appears in Collections:Research Papers
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