In the competitive and dynamic environment of contemporary markets, the success of new products depends not only on their quality or innovativeness, but also on how brand values are articulated and communicated across various distribution and communication channels. The manner in which these values are conveyed plays a decisive role in shaping customers’ perceptions and influencing their purchase decisions. Accordingly, brand narrative has emerged as a strategic tool in modern marketing, capable of creating meaning, identity, and distinctive experiences for audiences, thereby facilitating the adoption and diffusion of new products. The present study aims to design a model for the effective dissemination of brand narratives through distribution channels with the objective of enhancing the sales performance of new products in the market.
This research adopts a mixed-methods (qualitative quantitative) approach. In the qualitative phase, key dimensions and components of brand narrative, as well as the mechanisms for its dissemination through distribution channels, will be identified through semi structured interviews with experts in marketing, brand management, and sales. Thematic analysis will then be employed to extract the initial conceptual framework. In the quantitative phase, the proposed model will be validated using data collected through questionnaires administered to marketing managers, sales specialists, and distribution professionals. Structural equation modeling (SEM) will be applied to analyze the data and assess the relationships among the research variables.
It is anticipated that the findings will identify the key dimensions of brand narrative, the types of distribution channels most effective in communicating it, and the nature of the interaction between brand narrative, customer perception, and the sales performance of new products. The proposed model can serve as a practical framework for marketing and brand managers in designing and managing coherent narratives across diverse distribution channels, thereby contributing to enhanced brand awareness, greater market acceptance, and increased sales growth of new products.