Catarina Lelis, a researcher of DigiMedia is the first author of the introduction chapter of the book “A Research Agenda for Brand Management in a New Era of Consumerism”. Catarina Lelis was invited by the editors of the book to participate in this edition, which provides a concise overview of key brand management topics and illustrating important areas for further research, this Research Agenda will be an invaluable resource for doctoral students and scholars in marketing, strategic management, and branding.

The book can be found here: