Business School

Dr Cassandra France

Lecturer in Marketing
School of Business
+61 7 334 63449
Room 442, Colin Clark Building (39), St. Lucia Campus
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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.

Cassandra is interested in customer-brand relationships and has an increasing interest in the role of brands in contributing to society. Upcoming work is focused on brand purpose and non-profit brand vulnerability.

Her leading research explores how customer perceptions of value can be influenced by their own active behaviour. Specifically, 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.

Cassandra is also a dedicated educator, previously Program Leading the Master of Business at University of Queensland and receiving numerous awards for excellence in teaching, including the 2023 UQ Citation for Outstanding Contributions to Student Learning and the 2022 BEL Award for Excellence in Student Learning.

Publications

Book Chapter (1)
Journal Articles (8)
Conference Papers (4)

Book Chapter

France, Cassandra and Pope, Nigel (2016). The effect of offshore shifts on brand attitude and corporate image. Developments in marketing science: proceedings of the academy of marketing science. (pp. 305-308) Cham, Switzerland: Springer Cham. doi: 10.1007/978-3-319-24184-5_80

Journal Articles

Ang, Ming Yang Avon, Pontes, Nicolas and France, Cassandra (2024). Unsustainable burgers? Deploying carbon footprint labels to enhance sustainability perceptions of animal-based food products. Journal of Retailing and Consumer Services, 76 103567, 103567. doi: 10.1016/j.jretconser.2023.103567
Ang, Ming Yang Avon, Pontes, Nicolas and France, Cassandra (2023). The influence of health star rating labels on plant-based foods: the moderating role of consumers’ believability. Food Quality and Preference, 107 104827. doi: 10.1016/j.foodqual.2023.104827
France, Cassandra, Grace, Debra, Lo Iacono, Joseph and Carlini, Joan (2020). Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions. Journal of Brand Management, 27 (4), 466-480. doi: 10.1057/s41262-020-00194-7
Arli, Denni, Badejo, Abi, Carlini, Joan, France, Cassandra, Jebarajakirthy, Charles, Knox, Kathy, Pentecost, Robin, Perkins, Helen, Thaichon, Park, Sarker, Tapan and Wright, Owen (2019). Predicting intention to recycle on the basis of the theory of planned behaviour. International Journal of Nonprofit and Voluntary Sector Marketing, 25 (2) e1653. doi: 10.1002/nvsm.1653
Carlini, Joan, Grace, Debra, France, Cassandra and Lo Iacono, Joseph (2019). The corporate social responsibility (CSR) employer brand process: integrative review and comprehensive model. Journal of Marketing Management, 35 (1-2), 182-205. doi: 10.1080/0267257X.2019.1569549
France, Cassandra, Grace, Debra, Merrilees, Bill and Miller, Dale (2018). Customer brand co-creation behavior: conceptualization and empirical validation. Marketing Intelligence and Planning, 36 (3), 334-348. doi: 10.1108/MIP-10-2017-0266
France, Cassandra, Merrilees, Bill and Miller, Dale (2016). An integrated model of customer-brand engagement: Drivers and consequences. Journal of Brand Management, 23 (2), 119-136. doi: 10.1057/bm.2016.4
France, Cassandra, Merrilees, Bill and Miller, Dale (2015). Customer brand co-creation: a conceptual model. Marketing Intelligence & Planning, 33 (6), 848-864. doi: 10.1108/MIP-06-2014-0105

Conference Papers

Caulton, Stuart, France, Cassandra and Pappu, Ravi (2022). Planning for disaster: managing a values-based brand crisis: an abstract. 2021 AMS Virtual Annual Conference and World Marketing Congress, Virtual, 1-4 June 2021. Cham, Switzerland: Springer Nature. doi: 10.1007/978-3-030-95346-1_190
France, Cassandra and Wallin, Ann (2020). Conceptualising a threshold concept in marketing. 21st Australia and New Zealand Marketing Conference, Winds of Change (ANZMAC 2019), Wellington, New Zealand, 2-4 December 2019.
France, Cassandra and Pope, Nigel (2016). The effect of offshore shifts on brand attitude and corporate image. 16th Biennial World Marketing Congress on Looking Forward, Looking Back - Drawing on the Past to Shape the Future of Marketing, Melbourne Australia, 17-20 July 2013. Cham, Switzerland: Springer International.
France, Cassandra, Merrilees, Bill and Miller, Dale (2014). Customer brand co-creation – provocation or possibility?. 9th Annual Global Brand Conference, Hertfordshire, United Kingdom, 9-11 April 2014.