Dr Helen Bruce

Senior Lecturer in Marketing

PhD 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.