Start date:
September 2012Research Topic:
Multi-Perspective Study on Co-Branding with Fashion BrandsResearch pathway:
Busnes a Rheoli Research Supervisor:
Prof. Paul Bottomley, Dr Robert Angell, Dr Ahmad JamalSupervising school:
Ysgol Busnes Caerdydd, Prifysgol CaerdyddPrimary funding source:
ESRC StudentshipThis study aims to address limitations in current co-branding research with respect to high involvement brands such as luxury fashion. It will explore consumer and managerial perspectives of the strategy in practice.
Selected recent publications:
Academy of Marketing Conference 2013 – “Managerial Perspectives on Co-Branding in Fashion”. Awarded Best Paper in track of Brand and Corporate Reputation Management.
E-bost:
oeppenjh@cf.ac.uk