Artikel
Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders' corporate brand perceptions
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 <.001), corporate associations (r(335) =.60, p <.001), corporate personality (r(335) =.90, p <.001) and emotional attachment with internal stakeholders' corporate brand perceptions (r(335) =.74, p <.001). It was recommended that the management of the selected listed companies need to consider internal stakeholders in creating convincing corporate stories for branding which yield positive perceptions. The research contributes to theory, practice and future research directions.
- Language
-
Englisch
- Bibliographic citation
-
Journal: Cogent Business & Management ; ISSN: 2331-1975 ; Volume: 7 ; Year: 2020 ; Issue: 1 ; Pages: 1-25 ; Abingdon: Taylor & Francis
- Classification
-
Management
Marketing
- Subject
-
corporate brand perceptions
corporate storytelling for branding
impression management (IM)
structural equation modelling (SEM)
Zimbabwe Stock Exchange (ZSE)
- Event
-
Geistige Schöpfung
- (who)
-
Nyagadza, Brighton
Kadembo, Ernest M.
Makasi, Africa
- Event
-
Veröffentlichung
- (who)
-
Taylor & Francis
- (where)
-
Abingdon
- (when)
-
2020
- DOI
-
doi:10.1080/23311975.2020.1858524
- Handle
- Last update
-
10.03.2025, 11:45 AM CET
Data provider
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Nyagadza, Brighton
- Kadembo, Ernest M.
- Makasi, Africa
- Taylor & Francis
Time of origin
- 2020
Other Objects (12)
Exploring internal stakeholders' emotional attachment & corporate brand perceptions through corporate storytelling for branding
Fostering corporate values through storytelling
Corporate Tax: What Do Stakeholders Expect?
Stakeholders, stakeholder theory and Corporate Social Responsibility (CSR)
The All-Stakeholders-Considered Case for Corporate Beneficence
Storytelling in Corporate Blog am Beispiel der Daimler AG
Corporate storytelling : Theorie und Empirie narrativer Public Relations in der Unternehmenskommunikation
Corporate social irresponsibility and stakeholders’ support: evidence from a case study
Stakeholders and Corporate Social Responsibility (CSR) programme as key sustainable development strategies to promote corporate reputation: Evidence from Vietnam
Corporate Design : Design als Programm = Corporate Identity, corporate design
Corporate Social Responsibility and Stakeholders’ Management of Export Companies in Foreign Markets
Integrated corporate social responsibility and human resources management for stakeholders health promotion
Exploring internal stakeholders' emotional attachment & corporate brand perceptions through corporate storytelling for branding
Fostering corporate values through storytelling
Corporate Tax: What Do Stakeholders Expect?
Stakeholders, stakeholder theory and Corporate Social Responsibility (CSR)
The All-Stakeholders-Considered Case for Corporate Beneficence
Storytelling in Corporate Blog am Beispiel der Daimler AG
Corporate storytelling : Theorie und Empirie narrativer Public Relations in der Unternehmenskommunikation
Corporate social irresponsibility and stakeholders’ support: evidence from a case study
Stakeholders and Corporate Social Responsibility (CSR) programme as key sustainable development strategies to promote corporate reputation: Evidence from Vietnam
Corporate Design : Design als Programm = Corporate Identity, corporate design
Corporate Social Responsibility and Stakeholders’ Management of Export Companies in Foreign Markets
Integrated corporate social responsibility and human resources management for stakeholders health promotion
Exploring internal stakeholders' emotional attachment & corporate brand perceptions through corporate storytelling for branding
Fostering corporate values through storytelling
Corporate Tax: What Do Stakeholders Expect?
Stakeholders, stakeholder theory and Corporate Social Responsibility (CSR)
The All-Stakeholders-Considered Case for Corporate Beneficence
Storytelling in Corporate Blog am Beispiel der Daimler AG
Corporate storytelling : Theorie und Empirie narrativer Public Relations in der Unternehmenskommunikation
Corporate social irresponsibility and stakeholders’ support: evidence from a case study
Stakeholders and Corporate Social Responsibility (CSR) programme as key sustainable development strategies to promote corporate reputation: Evidence from Vietnam
Corporate Design : Design als Programm = Corporate Identity, corporate design
Corporate Social Responsibility and Stakeholders’ Management of Export Companies in Foreign Markets