A conceptual model of corporate storytelling for branding
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 sources relating to corporate brand storytell...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1519 |
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| _version_ | 1832593728190021632 |
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| author | Brighton Nyagadza Ernest Kadembo Africa Makasi |
| author_facet | Brighton Nyagadza Ernest Kadembo Africa Makasi |
| author_sort | Brighton Nyagadza |
| collection | DOAJ |
| description |
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 sources relating to corporate brand storytelling
spurred the authors into carry out the research. The link between themes and elements of corporate
stories for branding and strategies for impression management indicates that these elements
relate to audiences’ perceptions of the corporate brand. From the literature review, there is a link
between elements of corporate stories for branding (such as corporate personalities, corporate
activities, corporate values, and corporate associations) and internal stakeholders’ perceptions
and emotional attachment to a corporate brand. Corporate management needs to actively involve
internal stakeholders in developing corporate stories for branding as this is crucial in creating
positive corporate brand perceptions. The study contributes to the body of knowledge by allowing
listed corporates to maximise the effectiveness of their corporate stories for branding in shaping
the internal stakeholders’ corporate brand perceptions. The paper suggests a conceptual model
for depicting the relationship between corporate storytelling for branding and internal stakeholders’
corporate brand perceptions.
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| format | Article |
| id | doaj-art-59c4a608566a4d34993df78dc23428f0 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-59c4a608566a4d34993df78dc23428f02025-01-20T08:57:07ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0139210.36615/jcsa.v39i2.1519A conceptual model of corporate storytelling for brandingBrighton Nyagadza0https://orcid.org/0000-0001-7226-0635Ernest Kadembo1Africa Makasi2https://orcid.org/0000-0002-5457-358XMarondera University of Agricultural Science & TechnologyRichmond American University LondonNational University of Science and Technology 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 sources relating to corporate brand storytelling spurred the authors into carry out the research. The link between themes and elements of corporate stories for branding and strategies for impression management indicates that these elements relate to audiences’ perceptions of the corporate brand. From the literature review, there is a link between elements of corporate stories for branding (such as corporate personalities, corporate activities, corporate values, and corporate associations) and internal stakeholders’ perceptions and emotional attachment to a corporate brand. Corporate management needs to actively involve internal stakeholders in developing corporate stories for branding as this is crucial in creating positive corporate brand perceptions. The study contributes to the body of knowledge by allowing listed corporates to maximise the effectiveness of their corporate stories for branding in shaping the internal stakeholders’ corporate brand perceptions. The paper suggests a conceptual model for depicting the relationship between corporate storytelling for branding and internal stakeholders’ corporate brand perceptions. https://journals.uj.ac.za/index.php/jcsa/article/view/1519corporate stories for brandinglisted companiesliterature reviewinternal and external stakeholdersconceptual model |
| spellingShingle | Brighton Nyagadza Ernest Kadembo Africa Makasi A conceptual model of corporate storytelling for branding Communicare corporate stories for branding listed companies literature review internal and external stakeholders conceptual model |
| title | A conceptual model of corporate storytelling for branding |
| title_full | A conceptual model of corporate storytelling for branding |
| title_fullStr | A conceptual model of corporate storytelling for branding |
| title_full_unstemmed | A conceptual model of corporate storytelling for branding |
| title_short | A conceptual model of corporate storytelling for branding |
| title_sort | conceptual model of corporate storytelling for branding |
| topic | corporate stories for branding listed companies literature review internal and external stakeholders conceptual model |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1519 |
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