Evaluating Corporate Storytelling for Branding Approaches for Organisations

Brighton Nyagadza
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Brighton Nyagadza: York St. John University, Department of Business, Management and Health Studies

Chapter 5 in Corporate Storytelling for Branding, 2026, pp 55-70 from Springer

Abstract: Abstract There is a variety of literature produced by marketing authorities relating to corporate stories for branding, which showed successful positive implication of the latter to the corporate management. Application of Impression Management (IM) as the main theoretical framework in the current chapter is used as an anchor to support the evaluation of corporate storytelling for branding approaches for an organisation.

Keywords: Impression management; Organisation; Inspirational storytelling; Truthfulness and influence; M31; L82; Z10 (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-03496-0_5

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