Research

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Not every research project fits neatly within a single theme, and that is one of the strengths of research at Adam Smith Business School. Alongside our work on sustainability, inequalities, technology and policy, colleagues across the School are investigating a wide range of questions in business, economics, finance, organisations and society.

This section brings together projects that span disciplines, explore emerging areas, or reflect specialist expertise that does not fit into a single category. Some are opening up new lines of enquiry, while others are already shaping debate, informing practice, or building partnerships beyond the University.

Together, they show the range, creativity and real-world relevance of research at ASBS.

Two hands framing the symbol of Registered (R)
Two hands framing the symbol of Registered (R)

Making brands matter: Insights into Meaning, Relationships and Engagement

Tue, 25 Nov 2025 10:33:03 GMT

Professor Cleopatra Veloutsou research investigates how consumers form and express strong positive, negative and mixed relationships with brands. Her work on engagement, meaning and brand equity reveals how these interactions shape identity, community dynamics and the value brands create for both individuals and organisations.