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 transformative branding can be executed by brand managers to benefit both the brand, the consumer and society. Cassandra is interested in customer-brand relationships, as well as the role of brands in contributing to society. Recent work is focused on brand purpose, with upcoming work looking at corporate social activism 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) and engaging with the brand may impact the perceptions of value. Her work appears in the Journal of Product & Brand Management, Journal of Brand Management, Journal of Marketing Management, 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 2024 Australian Awards for University Teaching Citation for Outstanding Contributions to Student Learning, 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.
