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,...

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Autores principales:	Brighton Nyagadza, Ernest M. Kadembo, Africa Makasi
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	corporate brand perceptions corporate storytelling for branding impression management (im) structural equation modelling (sem) zimbabwe stock exchange (zse). Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/c241f66f25ca479aa85338f6e820b9e6
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spelling	oai:doaj.org-article:c241f66f25ca479aa85338f6e820b9e62021-12-02T17:01:03ZStructurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions2331-197510.1080/23311975.2020.1858524https://doaj.org/article/c241f66f25ca479aa85338f6e820b9e62020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1858524https://doaj.org/toc/2331-1975The 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.Brighton NyagadzaErnest M. KademboAfrica MakasiTaylor & Francis Grouparticlecorporate brand perceptionscorporate storytelling for brandingimpression management (im)structural equation modelling (sem)zimbabwe stock exchange (zse).BusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	corporate brand perceptions corporate storytelling for branding impression management (im) structural equation modelling (sem) zimbabwe stock exchange (zse). Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	corporate brand perceptions corporate storytelling for branding impression management (im) structural equation modelling (sem) zimbabwe stock exchange (zse). Business HF5001-6182 Management. Industrial management HD28-70 Brighton Nyagadza Ernest M. Kadembo Africa Makasi Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions
description	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.
format	article
author	Brighton Nyagadza Ernest M. Kadembo Africa Makasi
author_facet	Brighton Nyagadza Ernest M. Kadembo Africa Makasi
author_sort	Brighton Nyagadza
title	Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions
title_short	Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions
title_full	Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions
title_fullStr	Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions
title_full_unstemmed	Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions
title_sort	structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/c241f66f25ca479aa85338f6e820b9e6
work_keys_str_mv	AT brightonnyagadza structurallyvalidatedscaleofmeasuringthelinkbetweencorporatestorytellingforbrandinginternalstakeholderscorporatebrandperceptions AT ernestmkadembo structurallyvalidatedscaleofmeasuringthelinkbetweencorporatestorytellingforbrandinginternalstakeholderscorporatebrandperceptions AT africamakasi structurallyvalidatedscaleofmeasuringthelinkbetweencorporatestorytellingforbrandinginternalstakeholderscorporatebrandperceptions
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Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions

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