When corporate brands tell stories: A signalling theory perspective
If corporate stories for branding are retrogressive and asymmetrical, it causes negative internal stakeholders’ corporate brand perceptions. This is usually accompanied by many organisational situations when untruthful corporate stories for branding are shared. Due to this, there are Signalling theo...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2021-12-01
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| Series: | Cogent Psychology |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311908.2021.1897063 |