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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