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...

Full description

Bibliographic Details
Main Authors: Brighton Nyagadza, Ernest M. Kadembo, Africa Makasi
Format: Article
Language:English
Published: Taylor & Francis Group 2021-12-01
Series:Cogent Psychology
Subjects:
Online Access:http://dx.doi.org/10.1080/23311908.2021.1897063

Similar Items