Corporate Storytelling in two distinctive cultures: The presence of emotional and rational appeals in corporate stories on corporate websites of Spanish and British organizations.
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2015-08-27
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en
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To date little research has been done on the content of corporate stories. Based on Hong, Muderrisoglu and Zinkhan (1987) it can be assumed that the content of marketing messages is influenced by the presence of emotional and rational linguistic appeals (Hong et al., 1987). The presence of these appeals in marketing messages is dependent on several cultural characteristics present in the company (Hong et al, 1987). The current study was executed to examine if this result could be generalized to corporate storytelling. In the study 61 corporate stories on the corporate websites of Spanish and British companies were analyzed. The difference between the use of emotional and rational appeals in these corporate stories was analyzed with the help of a classification system that was drawn from the classification system used in Pollay (1983). Based on this analysis it was found that there is a significant difference in the us! e of emot ional and rational appeals in corporate stories on corporate websites of Spanish and British companies. Spanish companies used significantly more emotional appeals in their corporate stories than British companies and British companies used significantly more rational appeals in their corporate stories than the Spanish companies.
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Faculteit der Letteren