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

2013/11/01 by Sara Spear, Stuart Roper · 106 citations
Business, Management and Accounting · #Advertising #Brand equity #Brand management #Business #Consumer Behavior in Brand Consumption and Identification #Corporate Identity and Reputation #Corporate branding #Corporate communication #Impression management #Marketing #Marketing and Advertising Strategies #Narrative #Order (exchange) #Perspective (graphical) #Political science #Public relations #Reputation #Reputation management #Sociology #Stakeholder #Storytelling

paper · open access · doi:10.1108/jpbm-09-2013-0387

published in Journal of Product & Brand Management 22(7), 491-501 (Emerald Publishing Limited)

openalex publication_date 2013/11/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/04

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.

Citations

• Narrative Processing: Building Consumer Connections to Brands
• Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology
• Interpersonal Processes Involving Impression Regulation and Management
• Impression Management and Retrospective Sense-Making in Corporate Narratives: A Social Psychology Perspective
• The essential brand persona: storytelling and branding
• Narrative Discourse and Management Action
• A Multi-Level Review of Impression Management Motives and Behaviors

Cited by

• Leadership Presence at Work: A Practice – Oriented Framework
• Impression management [wikipedia]

Related

• Impression Management and Retrospective Sense-Making in Corporate Narratives: A Social Psychology Perspective
• The essential brand persona: storytelling and branding
• Corporate marketing and service brands ‐ Moving beyond the fast‐moving consumer goods model
• Corporate rebranding: destroying, transferring or creating brand equity?
• Jockeying for Position in CEO Letters: Impression Management and Sentiment Analytics