Marketing Research Seminar – Managing Pre-consumption and Consumption Touchpoints to Enhance Brand Experience for Greater Brand Equity

On 8 March 2018, Prof Sherriff Luk from Nanjing University of Finance & Economics presented his research on managing brand experience to the Marketing Department. This research integrates the theory of brand touchpoints and the theory of brand experience to shed new light on managing brand experience and enhancing brand equity.  Prof Luk also shared on research and publication strategies based on his experience in HK and Mainland China.

Prof Sherriff Luk shared his research findings.