معرفی
Michael Beverland is a Professor of Brand Strategy at the University of Sussex Business School, specializing in consumer culture and brand management. His research explores marketplace authenticity, digital person brands, and consumer work dynamics.
- Institution: University of Sussex Business School
- Key Focus: Authenticity, Consumer Agency, Digital Influence
His work examines:
- Authenticity in brand-consumer relationships
- Digital influencers' emotional labor
- Design thinking in crisis response
- Cultural heritage and postcolonial branding
- Consumer journeys in educational contexts
Recent publications address analog technology revival, sustainability tensions in sharing economy branding, and digital exploitation of influencers. He contributes to the ESRC Centre for Digital Futures at Work and blogs about social media influencer challenges.
Scientific contributions include:
- Associate Fellow recognition
- Over 20 years of research on brand equity evolution
- Foundational work on brand authenticity measurement
- Pioneering studies on consumer fanaticism
- Policy briefs on manufacturing revitalization
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