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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| Main Authors: | , , |
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| Format: | article |
| Language: | EN |
| Published: |
Taylor & Francis Group
2020
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| Subjects: | |
| Online Access: | https://doaj.org/article/19975a99539247e0921d2ecb7daa4b7b |
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