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Evaluating Corporate Storytelling for Branding Approaches for Organisations

In: Corporate Storytelling for Branding

Author

Listed:
  • Brighton Nyagadza

    (York St. John University, Department of Business, Management and Health Studies)

Abstract

There is a variety of literature produced by marketing authorities relating to corporate stories for branding, which showed successful positive implication of the latter to the corporate management. Application of Impression Management (IM) as the main theoretical framework in the current chapter is used as an anchor to support the evaluation of corporate storytelling for branding approaches for an organisation.

Suggested Citation

  • Brighton Nyagadza, 2026. "Evaluating Corporate Storytelling for Branding Approaches for Organisations," Springer Books, in: Corporate Storytelling for Branding, chapter 5, pages 55-70, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-03496-0_5
    DOI: 10.1007/978-3-032-03496-0_5
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