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A conceptual model of corporate storytelling for branding

Brighton Nyagadza
Marondera University of Agricultural Science & Technology
Ernest. M. Kadembo
Richmond American University London
Africa Makasi
National University of Science and Technology
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A conceptual model of corporate storytelling for branding. (2022). Communicare: Journal for Communication Studies in Africa, 39(2), 25-48. https://doi.org/10.36615/jcsa.v39i2.1519
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  • Submited: October 5, 2022
  • Published: October 6, 2022

Abstract

The purpose of this conceptual paper is to ascertain the relationship between corporate storytelling
for branding and internal stakeholders’ perceptions of the corporate brand. The paucity of existing
knowledge found in reviewing a variety of literature sources relating to corporate brand storytelling
spurred the authors into carry out the research. The link between themes and elements of corporate
stories for branding and strategies for impression management indicates that these elements
relate to audiences’ perceptions of the corporate brand. From the literature review, there is a link
between elements of corporate stories for branding (such as corporate personalities, corporate
activities, corporate values, and corporate associations) and internal stakeholders’ perceptions
and emotional attachment to a corporate brand. Corporate management needs to actively involve
internal stakeholders in developing corporate stories for branding as this is crucial in creating
positive corporate brand perceptions. The study contributes to the body of knowledge by allowing
listed corporates to maximise the effectiveness of their corporate stories for branding in shaping
the internal stakeholders’ corporate brand perceptions. The paper suggests a conceptual model
for depicting the relationship between corporate storytelling for branding and internal stakeholders’
corporate brand perceptions.

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How to Cite
A conceptual model of corporate storytelling for branding. (2022). Communicare: Journal for Communication Studies in Africa, 39(2), 25-48. https://doi.org/10.36615/jcsa.v39i2.1519

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