Dr Cassandra France

Lecturer in Marketing

School of Business
Faculty of Business, Economics and Law
+61 7 334 63449


Research Interests

  • Brand strategy
    Particularly interested in the increasingly active role of customers and the customer-brand relationship.


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


View all Publications


Journal Article

Conference Publication

  • 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.