This paper proposes that narrative processing creates or enhances self-brand connections because people generally interpret the meaning of their experiences by fitting them into a story. Similarly, in response to an ad that tells a story, narrative processing may create a link between a brand...

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...