Articlegreen2013

Using corporate stories to build the corporate brand: an impression management perspective

108 citations0/0 files storedJournal of Product & Brand Management

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Corporate Identity and Reputation Consumer Behavior in Brand Consumption and Identification Literature, Culture, and Aesthetics

Abstract

A recent area of academic interest within corporate branding and reputation is the use of storytelling in order to differentiate the corporate brand, however there is little empirical research exploring the contents of corporate stories, and how they are used by organisations to build the corporate brand. This paper aims to utilise impression management theory to bring insight into the potential role of corporate stories in shaping the corporate brand.

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References

2017The Content Analysis Guidebook 1991Acts of meaning 1982Psychological perspectives on the self 2004Narrative Processing: Building Consumer Connections to Brands 2006Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology 2008A Multi-Level Review of Impression Management Motives and Behaviors 1983The Uniqueness Paradox in Organizational Stories 1988Impression Management in Organizations

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2021When corporate brands tell stories: A signalling theory perspective 2020Telling a different story: How nonprofit organizations reveal strategic purpose through storytelling 2021Brand narratives: Content and consequences among heritage brands 2017Branding Instead of Product Innovation: A Study on the Brand Personalities of the UK's Electricity Market 2024Lights, Camera, Action: Moving Beyond Performative Diversity Management to Drive Change 2019

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