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Exploring internal stakeholders' emotionalattachment & corporate brand perceptionsthrough corporate storytelling for branding

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 through corporate storytelling for branding. Due to the nature of the research questions, the research was purely qualitative in nature. A total of fifty four (54) in-depth...

Persistent link: https://www.econbiz.de/10012643839

Mediators of the effect of corporate social responsibility on product uptake : insights from the insurance sector in Harare, Zimbabwe

Chikazhe, Lovemore; Jecha, Farirayi; Nyagadza, Brighton; … - In: International journal of business and emerging markets … 14 (2022) 4, pp. 435-453

Persistent link: https://www.econbiz.de/10014232444

Fashion designers' attitude-behaviour inconsistencies towards a sustainable business model : a neutralisation theory perspective

Muposhi, Asphat; Nyagadza, Brighton; Mafini, Chengedzai - In: Journal of fashion marketing and management 27 (2023) 1, pp. 1-20

Persistent link: https://www.econbiz.de/10013555070