Start date:September 2012
Research Topic:Multi-Perspective Study on Co-Branding with Fashion Brands
Research pathway:Management and Business
Research Supervisor:Prof. Paul Bottomley, Dr Robert Angell, Dr Ahmad Jamal
Supervising school:Cardiff Business School, Cardiff University
Primary funding source:ESRC Studentship
This 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.