Corporate storytelling for branding: Underpropping or thwarting internal stakeholders’ optimistic corporate brand perceptions?

Brighton Nyagadza; Ernest M. Kadembo; Africa Makasi

doi:10.1080/23311886.2020.1845926

Corporate storytelling for branding: Underpropping or thwarting internal stakeholders’ optimistic corporate brand perceptions?

Brighton Nyagadza^*, Ernest M. Kadembo, Africa Makasi

^*Corresponding author for this work

Plymouth Business School

Research output: Contribution to journal › Article › peer-review

Original language	English
Number of pages	0
Journal	Cogent Social Sciences
Volume	6
Issue number	1
DOIs	https://doi.org/10.1080/23311886.2020.1845926
Publication status	Published - Jan 2020

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10.1080/23311886.2020.1845926

Cite this

@article{dcce0154107e4926bc22359de9a86a88,

title = "Corporate storytelling for branding: Underpropping or thwarting internal stakeholders{\textquoteright} optimistic corporate brand perceptions?",

author = "Brighton Nyagadza and Kadembo, {Ernest M.} and Africa Makasi",

year = "2020",

month = jan,

doi = "10.1080/23311886.2020.1845926",

language = "English",

volume = "6",

journal = "Cogent Social Sciences",

issn = "2331-1886",