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Keywords: New product introduction
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Journal Articles
Journal of Product & Brand Management (2026) 35 (5): 739–752.
Published: 23 July 2025
...Isaac Sewornu Coffie; Re-an Müller; Elikem Chosniel Ocloo; Natasha de Klerk Purpose This study aims to examine the influence of new product introductions on brand equity, the mediating role of consumer engagement and the interactive effect of brand storytelling (brand vs consumer-generated...
