Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions

Brighton Nyagadza, Ernest M. Kadembo and Africa Makasi

Cogent Business & Management, 2020, vol. 7, issue 1, 1858524

Abstract: The research purpose was to assess the link between corporate storytelling for branding and internal stakeholders’ corporate brand perceptions. Nomothetic quantitative explanatory research design anchored on positivist paradigm was applied. Data were collected via physical self-administered survey, resulting in 335 responses from 6 selected companies listed on the Zimbabwe Stock Exchange (ZSE), in 6 industrial sectors. Structural Equation Modelling (SEM) using AMOS version 6 software, was used to test the propositions. Results depicted that there is a positive link between corporate stories for branding elements such as corporate activities (r(335) =.15, p =.01), corporate values (r(335) =.84, p

Date: 2020
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DOI: 10.1080/23311975.2020.1858524

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