Researcher biography

Dr Cassandra France has a PhD in brand strategy and is a Lecturer at UQ in the Marketing Discipline.

After gaining industry experience working in brand strategy, advertising and marketing, Cassandra's research approach bridges theory and practice to better understand how contemporary branding phenomenon can be executed by brand managers.

Her PhD explored how customer perceptions of value can be influenced by their own active behaviour. Specifically, Cassandra considered how the act of co-creating the brand (by development, feedback, advocacy and helping) may impact the co-creators perceptions of value for the brand. Evidence of the value for the firm is clear, but consideration of how contributions may shift value perceptions for the co-creator is less well considered, although vital for long term engagement. Her work appears in the Journal of Brand Management, Journal of Marketing Management, Marketing Intelligence and Planning, among others.