When corporate brands tell stories: A signalling theory perspective

by Brighton Nyagadza, Ernest M. Kadembo, Africa Makasi
Published 2021-12-01

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

by Brighton Nyagadza, Ernest M. Kadembo, Africa Makasi
Published 2020-01-01

Exploring internal stakeholders’ emotional attachment & corporate brand perceptions through corporate storytelling for branding

by Brighton Nyagadza, Ernest M. Kadembo, Africa Makasi
Published 2020-01-01

Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders’ corporate brand perceptions

by Brighton Nyagadza, Ernest M. Kadembo, Africa Makasi
Published 2020-01-01