Exploring internal stakeholders' emotionalattachment & corporate brand perceptionsthrough corporate storytelling for branding
Year of publication: |
2020
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Authors: | Nyagadza, Brighton ; Kadembo, Ernest M. ; Makasi, Africa |
Published in: |
Cogent business & management. - London : Taylor & Francis, ISSN 2331-1975, ZDB-ID 2837523-3. - Vol. 7.2020, 1, Art.-No. 1816254, p. 1-22
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Subject: | emotional attachment | listed companies | corporate storytelling for branding | internal stakeholders | perceptions | Zimbabwe | Markenführung | Brand management | Stakeholder | Narrative Methode | Narrative method | Öffentlichkeitsarbeit | Public relations | Simbabwe | Markenarchitektur | Brand architecture | Emotion | Unternehmenskultur | Corporate culture | Corporate Social Responsibility | Corporate social responsibility | Wahrnehmung | Perception |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.1080/23311975.2020.1816254 [DOI] hdl:10419/244941 [Handle] |
Classification: | M3 - Marketing and Advertising ; M31 - Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
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