Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding

The goal of this article was to explore internal stakeholders’ emotional attachment and corporate brand perceptions through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative in nature. A total of fifty four (54) in-depth semi-struct...

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Autores principales:	Brighton Nyagadza, Ernest M. Kadembo, Africa Makasi
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	emotional attachment listed companies corporate storytelling for branding internal stakeholders perceptions zimbabwe Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/19975a99539247e0921d2ecb7daa4b7b
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spelling	oai:doaj.org-article:19975a99539247e0921d2ecb7daa4b7b2021-12-02T15:59:51ZExploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding2331-197510.1080/23311975.2020.1816254https://doaj.org/article/19975a99539247e0921d2ecb7daa4b7b2020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1816254https://doaj.org/toc/2331-1975The goal of this article was to explore internal stakeholders’ emotional attachment and corporate brand perceptions through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative in nature. A total of fifty four (54) in-depth semi-structured interviews were conducted from 2019 to 2020. These constituted the bedrock of qualitative data analysis for the study. An interpretivist research paradigm, anchored on subjectivist ontology, were both applied as research philosophy pillars. This was done by the researchers in order to get deeper understanding of corporate stories for branding in the six (6) selected listed company. Purposive sampling was used to select respondents from three (3) levels of authority, thus operational, tactical and strategic level. The mutual connection on variables of corporate stories for branding and Impression Management theory elements depicted that these are related to internal stakeholder’s corporate brand perceptions. The research results showed that there is a positive nexus between corporate stories for branding with emotional attachment and internal stakeholders’ corporate brand perceptions. Recommendations include that corporate management need to consciously involve internal stakeholders in developing corporate stories for branding, as it is crucial in carving positive corporate brand perceptions and emotional attachment. The research contributes to the theory and practice by shaping listed corporates to be able to maximise effectiveness of their corporate strategies, meant to improve internal corporate reputation and motivation of internal stakeholders.Brighton NyagadzaErnest M. KademboAfrica MakasiTaylor & Francis Grouparticleemotional attachmentlisted companiescorporate storytelling for brandinginternal stakeholdersperceptionszimbabweBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	emotional attachment listed companies corporate storytelling for branding internal stakeholders perceptions zimbabwe Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	emotional attachment listed companies corporate storytelling for branding internal stakeholders perceptions zimbabwe Business HF5001-6182 Management. Industrial management HD28-70 Brighton Nyagadza Ernest M. Kadembo Africa Makasi Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding
description	The goal of this article was to explore internal stakeholders’ emotional attachment and corporate brand perceptions through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative in nature. A total of fifty four (54) in-depth semi-structured interviews were conducted from 2019 to 2020. These constituted the bedrock of qualitative data analysis for the study. An interpretivist research paradigm, anchored on subjectivist ontology, were both applied as research philosophy pillars. This was done by the researchers in order to get deeper understanding of corporate stories for branding in the six (6) selected listed company. Purposive sampling was used to select respondents from three (3) levels of authority, thus operational, tactical and strategic level. The mutual connection on variables of corporate stories for branding and Impression Management theory elements depicted that these are related to internal stakeholder’s corporate brand perceptions. The research results showed that there is a positive nexus between corporate stories for branding with emotional attachment and internal stakeholders’ corporate brand perceptions. Recommendations include that corporate management need to consciously involve internal stakeholders in developing corporate stories for branding, as it is crucial in carving positive corporate brand perceptions and emotional attachment. The research contributes to the theory and practice by shaping listed corporates to be able to maximise effectiveness of their corporate strategies, meant to improve internal corporate reputation and motivation of internal stakeholders.
format	article
author	Brighton Nyagadza Ernest M. Kadembo Africa Makasi
author_facet	Brighton Nyagadza Ernest M. Kadembo Africa Makasi
author_sort	Brighton Nyagadza
title	Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding
title_short	Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding
title_full	Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding
title_fullStr	Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding
title_full_unstemmed	Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding
title_sort	exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/19975a99539247e0921d2ecb7daa4b7b
work_keys_str_mv	AT brightonnyagadza exploringinternalstakeholdersemotionalattachmentcorporatebrandperceptionsthroughcorporatestorytellingforbranding AT ernestmkadembo exploringinternalstakeholdersemotionalattachmentcorporatebrandperceptionsthroughcorporatestorytellingforbranding AT africamakasi exploringinternalstakeholdersemotionalattachmentcorporatebrandperceptionsthroughcorporatestorytellingforbranding
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Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding

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