Corporate storytelling for branding: Underpropping or thwarting internal stakeholders’ optimistic corporate brand perceptions?

Nyagadza, Brighton; Kadembo, Ernest; Makasi, Africa

doi:10.1080/23311886.2020.1845926

Cited by 8 publications

(7 citation statements)

References 102 publications

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“…A minimum threshold of three out five was required to include the article in the research study. Lastly, data extraction and population were done in line with the provisions of content analysis procedure (Nyagadza, Kadembo et al, 2019;Nyagadza, 2020a;Nyagadza et al, 2020bNyagadza et al, , 2020cNyagadza et al, , 2020dNyagadza et al, , p. 2021). The population procedure was executed by comparing, integrating and summarizing themes that emerged from the systematic review process.…”

Section: Methodsmentioning

confidence: 99%

Covid-19 impact on Zimbabwean agricultural supply chains and markets: A sustainable livelihoods perspective

Rukasha

Nyagadza

Pashapa

et al. 2021

Cogent Social Sciences

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The purpose of the article is to analyse the impact of COVID-19 on the agricultural supply chains and markets in Zimbabwe and subsequent effect on livelihoods. The research methodology that was applied is a systematic literature survey anchored on inductive research approach. This article is based on the systematic review of secondary data sources, such as journals, policy reports, as well as reports from national and international organizations. The review involved a predetermined and comprehensive approach of searching, analyzing and synthesizing extant literature on agricultural supply chains. In general, the pandemic has affected the whole supply chain from the food production systems and input supply, the storage and distribution, processing and packaging as well as the retail and marketing aspect. The research showed that the COVID-19 pandemic severely threatens an already critical food security situation arising mainly from the prevailing poor macroeconomic conditions and consecutive years of drought in Zimbabwe. This has led to a higher than previously anticipated food insecure population, especially in urban centers. Over 70% of the workers are self-employed and a vast majority operate in the informal sector. The informally employed represent a significant breadwinner constituency, whose dependents comprise ABOUT THE AUTHOR Tanyaradzwa Rukasha has a PhD in Agriculture Economics from the

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Section: Methodsmentioning

confidence: 99%

Covid-19 impact on Zimbabwean agricultural supply chains and markets: A sustainable livelihoods perspective

Rukasha

Nyagadza

Pashapa

et al. 2021

Cogent Social Sciences

Self Cite

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“…En la Tabla 8, en la categoría de alcances de la investigación, tenemos artículos de tipo teórico que presentan resúmenes o sistematizan los aportes de investigaciones previas sobre storytelling corporativo (Gill, 2011a/b/c;Beigi et al, 2019;Nyagadza et al, 2019Nyagadza et al, , 2020aLuhman, 2019).…”

Section: En Su Incidencia Prácticaunclassified

Storytelling corporativo: una revisión crítica de los enfoques de investigación y la metodología en la literatura académica del 2011 al 2020

Atarama-Rojas

Robledo-Dioses

Russo

2022

Pacla

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Los académicos de diferentes campos del conocimiento están de acuerdo en que el storytelling ha ganado especial relevancia en el contexto actual. Esto resulta evidente en la comunicación corporativa, donde se ha instaurado ya el término de storytelling corporativo, para hacer referencia a las historias que las empresas cuentan a sus diferentes grupos de interés (stakeholders). En este campo, se han encontrado diversas investigaciones académicas que desde diferentes enfoques y con distintas metodologías tratan de dar luces sobre la naturaleza, los alcances y las limitaciones del storytelling en el mundo de la empresa. Esta investigación presenta una revisión crítica de esta literatura académica y destaca que la ausencia de unidad conceptual y de aproximaciones metodológicas validadas por la comunidad científica han hecho del storytelling un tópico del que se escribe mucho, aunque sin ofrecer un conocimiento articulado o soluciones prácticas para su aplicación en el desarrollo de la estrategia de comunicación de la empresa.

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“…This entirely mean private colleges can leverage on the donations and corporate social responsibility activities to build good brands for themselves. The author believes that campaigns are a necessary publicity tool that can be used by private colleges to build trust and loyalty to their brand (Nyagadza et al, 2020a(Nyagadza et al, , 2020c(Nyagadza et al, , 2020d(Nyagadza et al, , 2020b. Many of the institution who have or once been into campaigns have gained a resultant benefit of these issues in their organisations.…”

Section: Literature Reviewmentioning

confidence: 99%

Embracing public relations (PR) as survival panacea to private colleges’ corporate image & corporate identity erosion

Nyagadza

Mazuruse

2021

Cogent Social Sciences

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The research study explored the role of Public Relations (PR) elements such as seminars and speeches, digital media in creating a positive corporate image and corporate identity and explored how selected private colleges in Chitungwiza, Zimbabwe can leverage on publicity to boost students' enrolment. Extant literature of PR was approached and the Hedging and Wedging theory of communication was used as the theoretical framework for the research. The researcher applied mixedpluralist research approach, where the qualitative research design was nested into partially quantitative research design. Methodology applied was exploratory, deductively anchored on the critical analysis of the data and discussion of findings to arrive at an informed decision. A purposive sample of 300 students, 30 teachers, 10 college directors and 30 administrators and self-administered closed-ended questionnaires were used in different private colleges. Structural Equation Modelling (SEM) using AMOS version 6 software, was used to test the propositions. Major findings are that seminars and speeches are less frequently than other digital PR Brighton Nyagadza ABOUT THE AUTHOR Brighton Nyagadza is a Doctor of Philosophy (Marketing Management) finalist

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Corporate storytelling for branding: Underpropping or thwarting internal stakeholders’ optimistic corporate brand perceptions?

Cited by 8 publications

References 102 publications

Covid-19 impact on Zimbabwean agricultural supply chains and markets: A sustainable livelihoods perspective

Covid-19 impact on Zimbabwean agricultural supply chains and markets: A sustainable livelihoods perspective

Storytelling corporativo: una revisión crítica de los enfoques de investigación y la metodología en la literatura académica del 2011 al 2020

Embracing public relations (PR) as survival panacea to private colleges’ corporate image & corporate identity erosion

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