Theories Related to Corporate Storytelling for Branding

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

Chapter 4 in Corporate Storytelling for Branding, 2026, pp 39-53 from Springer

Abstract: Abstract The current chapter reviews theories related to storytelling for branding of corporates. These theoretical perspectives include, but are not limited to, Drama theory, Impression Management Theory, Consumer Storytelling Theory, Narrative Theory, among others. The interplay between the themes and elements of the stories for branding of corporates and impression management strategies illustrates their collective influence and/or impact on internal and external stakeholders’ perceptions of the corporate brand. Moreover, the theoretical review critically engages with the ongoing discourses surrounding the application of impression management theory as a conceptual framework for future research studies on storytelling for branding of corporates.

Keywords: Drama theory; Impression Management Theory; Consumer Storytelling Theory; Narrative Theory; M31; L82; Z10 (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-03496-0_4

Ordering information: This item can be ordered from
http://www.springer.com/9783032034960

DOI: 10.1007/978-3-032-03496-0_4

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().