Dr Helen Bruce
Senior Lecturer in MarketingPhD Supervision Interests
Research Profile I am a consumer researcher with a specific focus on longer-term consumption and customer experiences, primarily within service contexts. I have a particular interest in consumer groups, such as families or communities, and their collective experiences, perceptions, and identities. My research has explored how families co-create value from their collective consumption of television, and how the use of TV within households can create identity conflict. I have also published research into the collective experiences of consumer vulnerability among UK military wives. As a former marketing practitioner my work focuses on informing business practice as well as extending theoretical knowledge. My research has appeared in international peer-reviewed journals, such as the European Journal of Marketing, Journal of Business Research, Journal of Services Marketing, Journal of Relationship Marketing and Mobilities. PhD Supervision Interests I am willing to discuss the supervision of candidates interested in the broad areas of collective consumption and customer experiences. Particular topics of interest include value co-creation, consumer vulnerability, self and social identities and identity conflict. I would also be interested in working with candidates who share an interest in the sustainability agenda and who would be interested in exploring innovative research methods, such as videographic or participatory action research approaches.
We Need to Talk about Fusion: Learning from the West Burton Community research project
01/08/2024 → 31/07/2026
Research
Unlock Success In Crisis: Decoding Women Microbusiness Owners' Marketing Triumphs during COVID-19! Follow-Up Workshop
Invited talk
Unlock Success in Crisis: Decoding Women Microbusiness Owners' Marketing Triumphs during COVID-19!
Invited talk
Marketing your micro-business in times of crisis
Public Lecture/ Debate/Seminar
- Centre for Consumption Insights
- Centre for Technological Futures