Nyagadza, Brighton; Kadembo, Ernest M.; Makasi, Africa - In: Cogent Business & Management 7 (2020) 1, pp. 1-25
The research purpose was to assess the link between corporate storytelling for branding and internal stakeholders' corporate brand perceptions. Nomothetic quantitative explanatory research design anchored on positivist paradigm was applied. Data were collected via physical self-administered...
