Dr Helen Bruce
Senior Lecturer in MarketingResearch Overview
I am a consumer researcher with a specific focus on the role of service organisations in facilitating individual and collective wellbeing. 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 PhD candidates interested in research that explores the role of service organisations in individual and collective wellbeing. Particular topics of interest include value co-creation, consumers' experiences of vulnerability, individual and collective 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. In addition, I would be happy to discuss cross-disciplinary PhD projects.
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Grace-Net: The Gambling Resilience and Community Engagement Network for Prevention, Protection and Recovery
27/04/2026 → 26/04/2027
Research
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The use of the information in marketing decision-making (collaboration with FlexMR)
01/10/2025 → 31/03/2029
Research
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We Need to Talk about Fusion: Learning from the West Burton Community research project
01/08/2024 → 31/07/2026
Research
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We Need to Talk About Fusion: Learning from the West Burton Community
01/01/1900 → …
Research
Grace-Net Workshop:Co-designing Interventions for Protection, Prevention and Recovery
Participation in workshop, seminar, course
Grace-net Partner Kick Off Meeting
Participation in workshop, seminar, course
Client Research Presentation: VMC Project Findings
Participation in workshop, seminar, course
Trust, Influence and the Future of Social Media Marketing
Public Lecture/ Debate/Seminar
Departmental Research Seminar with Dr Carlos Diaz Ruiz
Participation in workshop, seminar, course
The Unseen Enemy - Armed Forces Gambling Support NetworkNational Conference
Participation in conference -Mixed Audience
Developing a Vending Machine Customer Loyalty Program
Oral presentation
Practical Tools for Addressing Modern Slavery in your Everyday Life
Oral presentation
Marketing department PhD student workshop
Participation in workshop, seminar, course
Modern Slavery: co-creating joint research agendas to swing the pendulum towards supply chain justice
Participation in conference -Mixed Audience
Modern Slavery: co-creating joint research agendas to swing the pendulum towards supply chain justice
Participation in workshop, seminar, course
PhD Viva Voce External Examination
Examination
Paul Hudson
Hosting a Non-Academic Visitor
Developing a Vending Machine Customer Loyalty Program
Oral presentation
AIMday workshop on Stewardship & Sustainability
Participation in conference -Mixed Audience
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 Technological Futures , Pentland Centre
- Academy for Gender and Social Justice Research in Organisations
- Centre for Consumption Insights
- Centre for Technological Futures
- Energy Lancaster
- Gambling Resilience and Community Engagement Network