An application of impression management theory on corporate storytelling for branding in examining internal stakeholders' corporate brand perceptions

Research purpose: The paper evaluates perspectives of Impression Management theory applied to examine the relationship between brand storytelling and internal stakeholders' corporate brand perceptions. This is as result of paucity of research and complex dynamics which remain unexplored in brand storytelling, as used in Zimbabwe listed companies. Motivation for the study: The aim was to develop a theoretical framework which leads to adoption Impression Management theory as an anchor for the testing the relationship between brand storytelling and internal stakeholder's corporate brand perceptions in Zimbabwe listed companies. Research design, approach and method: Brand Storytelling concepts and Impression Management theory were critically analysed and evaluated to determine their strength and weaknesses in link to the current research focus area, using systematic literature survey method and deductive research approach. Main findings: Nexus between themes and elements of brand stories and Impression Management strategies indicates that these elements influence internal stakeholders' perceptions of the corporate brand. Practical/managerial implications: The themes are potential starting points of brand stories, and are presented by the elements of brand stories. However, there is a gap between theory and practice on the real relationship between internal stakeholders' corporate brand perceptions and brand stories of the organisations. Contribution/value-add: Organizations can use impression management strategies to build the positive brand stories and enhancing the internal stakeholders' corporate brand perceptions.