Lecturer
Overview
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, the 2022 BEL Award for Excellence in Student Learning and the 2021 UQ Business School Excellence Award for Student Engagement.
Cassandra has completed training in Supervising Doctoral Studies, Contemporary Expectations in HDR Supervision, Supervising Indigenous HDR candidates, Aboriginal and Torres Straight Islander Core Cultural Learning and Mental Health First Aid.
Research Interests
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Brand purpose
Exploring how commercial brands are increasingly engaging with higher purpose brand strategies which provide value to all direct stakeholders, as well as to society. -
Brand strategy
Particularly interested in understanding relationships with brands. Traditionally, I enjoy exploring the customer-brand relationship but recent work is exploring the influence of sponsorship on employer brands and extending into complex stakeholder ecosystems of NFP domains.
Research Impacts
Cassandra is an emerging researcher who is very interested in practical application. Her research has engaged with a mix of SME brands and their customers to gain real insight for managers. Additionally, her current research is increasingly connected to industry, working with a growing number of brands to better understand how the brand management experience is lived.
Qualifications
- Graduate Certificate in Higher Education, Griffith University
- Bachelor of Applied Linguistics, Griffith University
Publications
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Journal Article: Internal customers creating value in the workplace: Conceptualising the internal customer perceived value (ICPV) model
Lo Iacono, Joseph, Carlini, Joan, France, Cassandra and Grace, Debra (2024). Internal customers creating value in the workplace: Conceptualising the internal customer perceived value (ICPV) model. Journal of Strategic Marketing, 1-17. doi: 10.1080/0965254x.2024.2307982
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Journal Article: Unsustainable burgers? Deploying carbon footprint labels to enhance sustainability perceptions of animal-based food products
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
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Journal Article: Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions
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
Supervision
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Consumer sentiment towards pro-sociality: Examining consumer responsiveness to prosocial marketing and intentions to form prosocial behaviours
Doctor Philosophy
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Caught in a service triangle: The relationship between frontline robots and humans in service encounters and the effect on well-being
Doctor Philosophy
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The use of AI in the Advertising context and its influence on online consumer behaviour.
Doctor Philosophy
Available Projects
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Brand purpose - brands being good
I am interested in receiving proposals in the area of brand purpose strategy (including considerastions of brand purpose; branding and SDGs; bluewashing or purpose washing; brand activism and related topics). Research which explores the implications for commercial brands pursuing higher purpose, that is purpose beyond profit, in a range of contexts are desirable. Proposals need only be a brief page; showing relevant literature, a suitable gap, and a broad idea of how to approach the project.
Students passionate about brand purpose, or other brand strategy topics, should contact me via a personalised email which expresses your interest and outlines your experience in branding, marketing, or related areas. Your email should explain why you are interested in completing a PhD, how our research interests overlap and why you have selected the UQ Business School for your PhD journey.
Wishing you the best with your research.
Publications
Featured Publications
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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
Book Chapter
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The effect of offshore shifts on brand attitude and corporate image
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 Article
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Lo Iacono, Joseph, Carlini, Joan, France, Cassandra and Grace, Debra (2024). Internal customers creating value in the workplace: Conceptualising the internal customer perceived value (ICPV) model. Journal of Strategic Marketing, 1-17. doi: 10.1080/0965254x.2024.2307982
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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
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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
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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
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Predicting intention to recycle on the basis of the theory of planned behaviour
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
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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
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Customer brand co-creation behavior: conceptualization and empirical validation
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
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An integrated model of customer-brand engagement: Drivers and consequences
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
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Customer brand co-creation: a conceptual model
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 Publication
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Planning for disaster: managing a values-based brand crisis: an abstract
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
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Conceptualising a threshold concept in marketing
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.
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The effect of offshore shifts on brand attitude and corporate image
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.
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Customer brand co-creation – provocation or possibility?
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.
PhD and MPhil Supervision
Current Supervision
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Consumer sentiment towards pro-sociality: Examining consumer responsiveness to prosocial marketing and intentions to form prosocial behaviours
Doctor Philosophy — Associate Advisor
Other advisors:
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Caught in a service triangle: The relationship between frontline robots and humans in service encounters and the effect on well-being
Doctor Philosophy — Associate Advisor
Other advisors:
-
The use of AI in the Advertising context and its influence on online consumer behaviour.
Doctor Philosophy — Associate Advisor
Other advisors:
Possible Research Projects
Note for students: The possible research projects listed on this page may not be comprehensive or up to date. Always feel free to contact the staff for more information, and also with your own research ideas.
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Brand purpose - brands being good
I am interested in receiving proposals in the area of brand purpose strategy (including considerastions of brand purpose; branding and SDGs; bluewashing or purpose washing; brand activism and related topics). Research which explores the implications for commercial brands pursuing higher purpose, that is purpose beyond profit, in a range of contexts are desirable. Proposals need only be a brief page; showing relevant literature, a suitable gap, and a broad idea of how to approach the project.
Students passionate about brand purpose, or other brand strategy topics, should contact me via a personalised email which expresses your interest and outlines your experience in branding, marketing, or related areas. Your email should explain why you are interested in completing a PhD, how our research interests overlap and why you have selected the UQ Business School for your PhD journey.
Wishing you the best with your research.
