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Corporate Storytelling for Branding Case Studies of Top Companies in Emerging Economies

In: Corporate Storytelling for Branding

Author

Listed:
  • Brighton Nyagadza

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

Abstract

Research on advertising impact has shown that content in the corporate storytelling for branding results in enhanced positive emotions. The internal stakeholders’ interpretation of the corporate stories for branding depends on their knowledge, corporate culture, background and general experiences. However, the impact is transferred through the corporate storyteller for branding. Each time corporate stories for branding are immersive in sharing to stakeholders, they result in great emotions which are positive, making advertisements less crucial to the latter. This is so because a good corporate story for branding always connects a cause to an effect. The current chapter gives an account on corporate storytelling for branding case studies of top companies in emerging economies from the global to local perspectives related to corporate stories for branding.

Suggested Citation

  • Brighton Nyagadza, 2026. "Corporate Storytelling for Branding Case Studies of Top Companies in Emerging Economies," Springer Books, in: Corporate Storytelling for Branding, chapter 6, pages 71-95, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-03496-0_6
    DOI: 10.1007/978-3-032-03496-0_6
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