Alan Middleton, PhD

Alan Middleton’s research focuses on brands, domestic and international. He looks at changes in buyer 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. He looks at how these issues along with on-line and off line activity effect the value of a brand to its target customers.


International, Entrepreneurship and Small Business Management