Building brand equity through new product introduction: the moderation mediation effect of brand storytelling and consumer engagement

Isaac Sewornu Coffie is a Postdoctoral Research Fellow at North-West University (Marketing Department). Isaac has published using a variety of qualitative and quantitative methods. His research areas include social marketing, SME branding, consumer brand engagement, brand equity and sustainability. Coffie has published in international peer-reviewed journals, including the Journal of Family Business Management, Health Promotion International, Journal of Social Marketing, Social Marketing Quarterly, Journal of Nonprofit & Public Sector Marketing, Health Marketing Quarterly and International Review on Public and Nonprofit Marketing. He reviews for the Journal of Social Marketing, Social Marketing Quarterly and British Food Journal.

Re-an Müller is an Associate Professor in Marketing Management at North-West University and Deputy Director of the School of Management Sciences at the Vanderbijlpark Campus. With a PhD in Marketing Management, his research focuses on strategic brand management, brand equity and internal branding. A dedicated mentor, he actively supervises masters and PhD students. He is also currently a member of the Executive Committee of the International Advertising Association (IAA) South Africa. He applies his expertise in industry and partners with businesses through short-learning programmes and brand management consulting, helping them refine their market positioning and branding strategies.

Elikem Chosniel Ocloo is an Associate Professor of Marketing and currently the Dean of the Business School at Accra Technical University, Accra, Ghana. He holds a master’s degree in Business Administration (Marketing option) from the University of Leicester, UK, and a Doctor of Philosophy (PhD) in Management Science and Engineering from Jiangsu University, China. He is an Associate Member of the Chartered Institute of Marketing Ghana (CIMG). His research interests include E-business, social marketing, social enterprise, SME development and marketing management. He has peer-reviewed articles published in top-ranking journals such as Taylor & Francis, Springer, Sage and Oxford University Press and has presented papers at local and international conferences. He has acquired experience in both academia and industry and is an ardent seeker of innovation and creative ways to solve societal and business marketing problems.

Natasha de Klerk is an Associate Professor of Marketing and currently the director of the Faculty of Management and Economic Studies at the North-West University. Her teaching and research interests include fashion marketing, Generation Y consumer behaviour and brand equity. She has published in academic peer-reviewed journals such as the Spanish Journal of Marketing, Business Perspective and Research and Journal of Business and Management Studies. She also consults for both local and international businesses.