Dr Cassandra France

Lecturer

School of Business
Faculty of Business, Economics and Law
c.france@business.uq.edu.au
+61 7 334 63449

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

  • 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.
  • 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.

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

  • Master of Marketing with Honours, Griffith University
  • Bechelor of International Business, Griffith University
  • Doctor of Philosophy, Griffith University

Publications

View all Publications

Supervision

  • Doctor Philosophy

  • Doctor Philosophy

  • Doctor Philosophy

View all Supervision

Available Projects

  • Supervisions are currently at capacity but I am always interested in seeing proposals in the area of brand purpose, exploring the implications for commercial brands pursuing higher purpose, that is purpose beyond profit.

View all Available Projects

Publications

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 Article

Conference Publication

  • 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.

PhD and MPhil Supervision

Note for students: Dr Cassandra France is not currently available to take on new students.

Current Supervision

  • Doctor Philosophy — Associate Advisor

    Other advisors:

  • Doctor Philosophy — Associate Advisor

  • Doctor Philosophy — Associate Advisor

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.

Dr Cassandra France is not currently available to take on new students.

  • Supervisions are currently at capacity but I am always interested in seeing proposals in the area of brand purpose, exploring the implications for commercial brands pursuing higher purpose, that is purpose beyond profit.