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Keywords: Consumer storytelling
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Journal Articles
Journal of Product & Brand Management (2026) 35 (5): 739–752.
Published: 23 July 2025
... and competitive (Jun et al., 2024). Brand storytelling Consumer storytelling New product introduction Brand equity Consumer engagement Given its importance, prior studies have extensively examined success factors for new product introduction (Aboulnasr and Tran, 2020 ; Cooper, 2019...
