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...
Guardado en:
Autores principales: | Brighton Nyagadza, Ernest M. Kadembo, Africa Makasi |
---|---|
Formato: | article |
Lenguaje: | EN |
Publicado: |
Taylor & Francis Group
2020
|
Materias: | |
Acceso en línea: | https://doaj.org/article/19975a99539247e0921d2ecb7daa4b7b |
Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
Ejemplares similares
-
Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions
por: Brighton Nyagadza, et al.
Publicado: (2020) -
The effect of corporate brand reputation on brand attachment and brand loyalty: Automobile sector
por: Sandra Maria Correia Loureiro, et al.
Publicado: (2017) -
DO BRAND SATISFACTION, BRAND LOYALTY, AND LUXURY BRAND ATTACHMENT STILL RELEVANT TO ESCALATE CUSTOMER ADVOCACYNOWADAYS? A CASE STUDY ON THE CUSTOMER OF MARKETPLACES SELLING LUXURY BRANDED DAILY ELECTRONIC EQUIPMENT IN THE INDONESIAN MARKET
por: Suryono I.A., et al.
Publicado: (2021) -
USING STORYTELLING IN ADVERTISEMENTS AS A BRAND COMMUNICATION TOOL AND EXAMINING THE ADVERTISEMENTS OF THE MEMBERS OF BİRLEŞMİŞ MARKALAR DERNEĞİ IN THIS FRAMEWORK
por: Orhan DUMAN
Publicado: (2021) -
BRAND ATTACHMENT, CUSTOMER TRUST AND CUSTOMER ENGAGEMENT: WHAT RANKING OF THESE LINKS IN THE RELATIONAL CHAIN?
por: ZINEB RHAJBAL, et al.
Publicado: (2021)