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

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 storytelling) on the relationship. Design/methodology/approach This study used a single-factor experimental design, in which 374 consumers (Mage = 37.44, standard deviation = 12.766) were randomly assigned to one of two brand storytelling themes: brand-generated or consumer-generated storytelling. The data was analysed using AMOS 29 and one-way analysis of variance. Findings The results indicate that while the introduction of new products has a positive and significant influence on brand equity, the indirect effect through consumer engagement is stronger. Brand storytelling has a positive and significant interactive effect on the direct and indirect relationships between new product introduction and brand equity. However, consumer-generated storytelling has a greater interactive effect on both relationships. Originality/value Despite the growing recognition of brand storytelling’s importance, limited research has examined its role as a consumer−brand engagement tool in the context of new product introduction and brand equity. This study represents a pioneering effort that empirically examines the interactive influence of brand storytelling (brand vs consumer-generated) on the relationship between new production introduction and brand equity.