Alan C. Middleton

My research is about brands, domestically and internationally. I am looking at changes in buyers responses to brands based on assessment of not only the commercial functional and image properties, but also internal cultural values and attitudes as they impact buyer assessments, and Community engagement and reputation, drawing from the emerging field of corporate social responsibility. I am looking at how these issues along with on-line and off line activity effect the value of a brand to its target customers.

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