Nyagadza, Brighton; Kadembo, Ernest M.; Makasi, Africa - In: Cogent business & management 7 (2020) 1, pp. 1-22
The goal of this article was to explore internal stakeholders' emotional attachment and corporate brand perceptions … for branding with emotional attachment and internal stakeholders' corporate brand perceptions. Recommendations include … that corporate management need to consciously involve internal stakeholders in developing corporate stories for branding …