Cassandra France

Dr Cassandra France is a Senior Lecturer in the School of Business at the University of Queensland, in the Marketing Discipline. She earned her Doctor of Philosophy in Marketing from Griffith University, along with a Masters (Research) of Marketing, Bachelor of International Business, Bachelor of Applied Linguistics, and Graduate Certificate in Higher Education, all from Griffith University. With prior industry experience in brand strategy, advertising, and marketing, France bridges academic theory and practical application in her work. She currently serves as the HDR Coordinator for the Marketing Discipline and has previously program-led the Master of Business program at UQ. Her teaching excellence has been recognized with several prestigious awards, 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.

France's research focuses on brand purpose, exploring how commercial brands engage with higher purpose strategies that benefit stakeholders and society, including brand activism and the integration of Sustainable Development Goals (SDGs) in brand strategy. She also investigates brand strategy, particularly customer-brand relationships, sponsorship effects on employer brands, and non-profit brand vulnerability. Her publications appear in top-tier journals such as Journal of Product & Brand Management, Journal of Business Research, Journal of Brand Management, Journal of Marketing Management, Nonprofit and Voluntary Sector Quarterly, and Food Quality and Preference. Notable works include "Brand purpose: a literature review and BEING implementation framework" (2024), "Care-based corporate sociopolitical activism: identifying dark sides and envisioning an ethical framework" (2026), "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions" (2020), "Customer brand co-creation: a conceptual model" (2015), and "An integrated model of customer-brand engagement: Drivers and consequences" (2016). Through collaborations with SME brands and industry partners, her research provides actionable insights for brand managers.

Professional Email: c.france@business.uq.edu.au