Purpose – There is general agreement that global brands should ensure that they incorporate social responsibility. To do this properly, organisations must understand what it means to be socially responsible and how they can leverage their actions. The paper proposes consideration of three...

Purpose – To discuss the importance of understanding corporate social responsibility (CSR) by analysing the issues that comprise CSR. Without this understanding it will not be possible for organisations to develop responsible brands. Design/methodology/approach – The paper draws on 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...