Conceptualising Corporate Storytelling for Branding

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

Chapter 2 in Corporate Storytelling for Branding, 2026, pp 15-22 from Springer

Abstract: Abstract Current research indicates a limited understanding of the factors that shape corporate perceptions of brand stories and the emotional attachments they generate. While scholars suggest that corporate storytelling can enhance reputation, boost employee motivation and build enduring stakeholder trust, there is still insufficient empirical evidence on how stories for branding of corporates influence internal stakeholders’ perceptions of the corporate brand and its role in impression management. This chapter therefore presents a conceptual framework for storytelling for branding of corporates derived from existing literature, to offer a theoretical basis for examining its impact on internal stakeholder perceptions and corporate brand development.

Keywords: Internal stakeholders; Corporate storytelling for branding; Corporate communications; Listed companies; Emotional attachment; Corporate associations; Corporate activities; M31; L82; Z10 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-03496-0_2

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DOI: 10.1007/978-3-032-03496-0_2

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