Artigo · Revista · 2025

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

Isaac Sewornu Coffie, Re-an Müller, Elikem Chosniel Ocloo, Natasha de Klerk

Journal of Product & Brand Management

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• Internacional · 2 países

Ir para a editora10.1108/jpbm-10-2024-5572