Corporate storytelling for branding: Underpropping or thwarting internal stakeholders’ optimistic corporate brand perceptions?
There are many instances when pervasive and/or retrogressive corporate stories for branding are experienced and not reported truthfully in the organisations. If corporate stories for branding are negative, it can therefore be questioned to what extent they underprop or thwart internal stakeholders’...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2020-01-01
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| Series: | Cogent Social Sciences |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311886.2020.1845926 |