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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.
Honours
2015 Received International Association of Business Communicators Toronto Communicator of the Year award
2012 Received Queen Elizabeth II Diamond Jubilee Award for services to literacy
2012 Received Association of Canadian Advertisers ACA Gold Medal
2005 Inducted into the Canadian Marketing Hall of Legends in the Mentor category
Alan C. Middleton
Distinguished Adjunct Professor of Marketing; Former Executive Director of Schulich Executive Education Centre