Lecturer in Marketing
Overview
Research Interests
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Brand strategy
Particularly interested in the increasingly active role of customers and the customer-brand relationship. -
Personal branding
Looking at current trends in personal branding and strategies for development of strong personal brands.
Qualifications
- Master of Marketing with Honours, Griffith University
- Bechelor of International Business, Griffith University
- Doctor of Philosophy, Griffith University
Publications
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Journal Article: The corporate social responsibility (CSR) employer brand process: integrative review and comprehensive model
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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Journal Article: 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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Journal Article: 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
Publications
Journal Article
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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
-
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
-
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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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. In: Colin Campbell and Junzhao (Jonathon) Ma, Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing - Proceedings of the 2013 World Marketing Congress. 16th Biennial World Marketing Congress on Looking Forward, Looking Back - Drawing on the Past to Shape the Future of Marketing, Melbourne Australia, (305-308). 17-20 July 2013.
