Corporate Storytelling for Branding Case Studies of Top Companies in Emerging Economies
摘要
Research on advertising impact has shown that content in the corporate storytelling for branding results in enhanced positive emotions. The internal stakeholders’ interpretation of the corporate stories for branding depends on their knowledge, corporate culture, background and general experiences. However, the impact is transferred through the corporate storyteller for branding. Each time corporate stories for branding are immersive in sharing to stakeholders, they result in great emotions which are positive, making advertisements less crucial to the latter. This is so because a good corporate story for branding always connects a cause to an effect. The current chapter gives an account on corporate storytelling for branding case studies of top companies in emerging economies from the global to local perspectives related to corporate stories for branding.