Using corporate stories to build the corporate brand: An impression management perspective
(2013)
Journal Article
Spear, S., & Roper, S. (2013). Using corporate stories to build the corporate brand: An impression management perspective. Journal of Product and Brand Management, 22(7), 491-501. https://doi.org/10.1108/JPBM-09-2013-0387
Purpose: A recent area of academic interest within corporate branding and reputation is the use of storytelling in order to differentiate the corporate brand, however there is little empirical research exploring the contents of corporate stories, and... Read More about Using corporate stories to build the corporate brand: An impression management perspective.