Regular biography
Dr Cassandra France is a Senior Lecturer in the School of Business at The University of Queensland. Her research interests include brand purpose, brand strategy, and the role of brands in society, with a focus on brand activism and sustainable development goals. She has published in leading journals such as the Journal of Product & Brand Management and Journal of Business Research. Dr France is also dedicated to education, having previously led the Master of Business program and received multiple awards for teaching excellence. She serves as HDR Coordinator for the Marketing Discipline and has completed training in supervising doctoral studies.
Scholar-generated biography
Cassandra France is a researcher at The University of Queensland, focusing on branding, brand purpose, co-creation, and customer engagement. Her work explores how customers interact with brands, the role of brand purpose in shaping consumer behavior, and the dynamics of co-creation in both corporate and consumer contexts. France's research integrates theoretical frameworks with empirical studies to understand the drivers and consequences of customer-brand engagement. She has published extensively on topics such as corporate social responsibility in employer branding, the impact of sustainability labels on consumer perceptions, and the role of internal customers in value creation. Her studies contribute to understanding how brands can foster meaningful relationships with stakeholders through ethical and values-based practices.