Purpose: This study aims to investigate whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The concept of non-sponsored brand-related UGC encapsulates various social media patterns in which individuals...

Purpose – The paper aims to stimulate discussion of what branding actually is, does and maybe should do. Design/methodology/approach – A reflective essay is presented which briefly outlines the history of meanings of branding leading to speculation about future meanings. Findings – The...

Purpose – To provide a conceptual framework to help researchers and managers understand the complex factors affecting the associations between brands. Design/methodology/approach – Brand extension, co‐branding and other associative techniques together with an increasingly communicative...

Purpose – The purpose of this paper is to present a call to action for universities to practice what they preach in developing and communicating differentiated brands. Design/methodology/approach – Reviews some recent literature on university branding and contrasts this with other...

Purpose – Numerous studies have established the importance of brand trust for building long-term relationships with consumers. Nevertheless, there is confusion in the literature about how to measure trust in brands. Building on the studies of Li et al. (2008) and Li et al. (2015) who...