If corporate stories for branding are retrogressive and asymmetrical, it causes negative internal stakeholders’ corporate brand perceptions. This is usually accompanied by many organisational situa...

https://www.tandfonline.com/doi/pdf/10.1080/23311908.2021.1897063

When corporate brands tell stories: A signalling theory perspective

There are many instances when pervasive and/or retrogressive corporate stories for branding are experienced and not reported truthfully in the organisations. If corporate stories for branding are n...

https://www.tandfonline.com/doi/pdf/10.1080/23311886.2020.1845926

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

The research purpose was to assess the link between corporate storytelling for branding and internal stakeholders’ corporate brand perceptions. Nomothetic quantitative explanatory research design a...

https://www.tandfonline.com/doi/pdf/10.1080/23311975.2020.1858524

Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders' corporate brand perceptions

This paper explores how Netflix employs brand community relationship management on its United States Facebook page. Methodologically, this study uses qualitative thematic analysis to dissect 100 po...

https://www.tandfonline.com/doi/pdf/10.1080/16522354.2021.1932396

Netflix’s community relationship management. An analysis of its Facebook-USA page

This article examines 2018 South Korean historical drama Mr. Sunshine as an example showcasing the impact of global streaming platforms on local television production. As a locally produced show ta...

Historical Drama in the Time of Global Streaming Platforms: Envisioning Transition in Mr. Sunshine:

Today, subscription-based video-on-demand (S-VoD) streaming services such as Netflix and Amazon Prime Video are relevant players within the video content value chain by number of consumers and sale

How users approach novel media products: brand perception of Netflix and Amazon Prime video as signposts within the German subscription-based video-on-demand market

Daniela Schlütz

Papers

How users approach novel media products: brand perception of Netflix and Amazon Prime video as signposts within the German subscription-based video-on-demand market