Corporate Storytelling for Branding Case Studies of Top Companies in Emerging Economies

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

Chapter 6 in Corporate Storytelling for Branding, 2026, pp 71-95 from Springer

Abstract: Abstract Research on advertising impact has shown that content in the corporate storytelling for branding results in enhanced positive emotions. The internal stakeholders’ interpretation of the corporate stories for branding depends on their knowledge, corporate culture, background and general experiences. However, the impact is transferred through the corporate storyteller for branding. Each time corporate stories for branding are immersive in sharing to stakeholders, they result in great emotions which are positive, making advertisements less crucial to the latter. This is so because a good corporate story for branding always connects a cause to an effect. The current chapter gives an account on corporate storytelling for branding case studies of top companies in emerging economies from the global to local perspectives related to corporate stories for branding.

Keywords: Emerging economies; Case studies; Brand value; Brand equity; Regionalisation; 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_6

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DOI: 10.1007/978-3-032-03496-0_6

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