Skip to content

Dr Fiona Harris

Staff photo

Lecturer in Management

You can email Dr Fiona Harris directly; but for media enquiries please contact a member of The Open University's Media Relations team.

Staff profile

See below for Dr Fiona Harris's:

Biography

Fiona is a Lecturer in Management in the Centre for Strategy and Marketing and Deputy Director of ISM-Open. She joined The Open University Business in 1997 as a Research Fellow in Brand Management and became a lecturer in 2002. Her doctoral research was on brand management. Prior to joining The Open University, Fiona held research posts at Loughborough University, the Defence Research Agency and Xerox Research Centre Europe, conducting research in a variety of areas of applied psychology, including advanced in-vehicle systems, a range of future aircraft cockpit displays and human-computer interaction.

Teaching interests

Fiona chairs Marketing and society (B324) a Level 3 elective developed for the BA (Hons) Business Studies programme. She is also a member of the module teams for Business functions in context (B203) and Research Methods Dissertation in Social Sciences (D845). She has authored module material on ethics and marketing for Marketing and society (B324), management ethics and corporate social responsibility for Making a difference (B830) and brand management for Marketing in a complex world (B825). She was previously chair of Managing customer and client relations (BZ*656).

Research interests

Fiona's current research interests include social marketing and marketing ethics. Fiona is currently investigating the effectiveneness of positively-framed messages in social marketing in collaboration with Deakin University and researching sustainable fashion with colleagues in OUBS and MCT. She is also working with colleagues at the Institute for Social Marketing on a range of social marketing research projects. Fiona is a member of the UK team working with an international collaboration of researchers on the annual International Tobacco Control Four Countries Survey, which evaluates the psychosocial and behavioural effects of national-level tobacco control policies in Canada, the US, the UK and Australia. Fiona is also part of the research team investigating the impact of alcohol marketing communications on drinking among adolescents, funded as part of the MRC's National Prevention Research Initiative (NPRI).

Impact and engagement

Fiona was a contributor to a report reviewing the effects, uses and interpretations of commercial messages and activities, which formed part of an independent assessment of the impact of the commercial world on children's well-being for the Department of Children, Schools and Families.

External contributions

Fiona is Chair of the Academy of Marketing's Ethics and Marketing Special Interest Group and a member of the Academy of Marketing Research Committee.

International collaborations

Fiona's research projects involve collaborations with Deakin University, the University of Waterloo, the Medical University of South Carolina, Roswell Park Cancer Institute and the Cancer Council Victoria.

Areas of expertise

  • Ethical marketing
  • Social marketing
  • Brand management

Current projects

Publications

Journal papers
Gordon, R, Harris, FJ, Mackintosh, AM, Moodie, C  (2011)  'Assessing the cumulative impact of alcohol marketing on young people's drinking: cross-sectional data findings.', Addiction Reseach & Theory, vol. 19, issue 1, pp. 66-75.
Dalziel, N, Harris, F, Laing, A  (2011)  'A multidimensional typology of customer relationships: from faltering to affective', International Journal of Bank Marketing, vol. 29, issue 5, pp. 398-432. Abstract
Harris, FJ  (2009)  'Product classification: an ethical perspective', Marketing Review, vol. 9, issue 2, pp. 127-138. Abstract
Li, L, Yong, H-H, Borland, R, Fong, GT, Thompson, ME, Jiang, Y, Yang, Y, Sirirassamee, B, Hastings, G, Harris, FJ  (2009)  'Reported awareness of tobacco advertising and promotion in China compared to Thailand, Austalia and the United States', Tobacco Control, vol. 18, issue 3, pp. 222-227. Abstract
Mekonnen, A, Harris, FJ, Laing, AW  (2008)  'Linking products to a cause or affinity group: does this really make them more attractive to consumers?', European Journal of Marketing, vol. 42, issue 1/2, pp. 135-153. Abstract
Hassan, LM, Walsh, G, Shiu, E, Hastings, G, Harris, FJ  (2007)  'Modeling persuasion in social advertising: A study of responsible thinking in antismoking promotion in eight Eastern EU member states', Journal of Advertising, vol. 36, issue 2, pp. 15-31. Abstract
Harris, FJ, Mackintosh, AM, Anderson, S, Hastings, G, Borland, R, Fong, GT, Hammond, D, Cummings, MK  (2006)  'Effects of the 2003 advertising/promotion ban in the United Kingdom on awareness of tobacco marketing: findings from the International Tobacco Control (ITC) Four Country Survey', Tobacco Control, vol. 15, issue Supple, BMJ Publishing Group Ltd, pp. iii26-iii33. Abstract
de Chernatony, L, Harris, FJ, Christodoulides, G  (2004)  'Developing a brand performance measure for financial services brands', Service Industries Journal, vol. 24, issue 2, Routledge, pp. 15-33. Abstract
Laing, AW, Harris, FJ, Mekonnen, A  (2004)  'Deconstructing affinity relationships: consumers and affinity marketing', Academy of Marketing Conference, University of Gloucestershire, Cheltenham, JuneJournal of Customer Behaviour, vol. 3, issue 2, pp. 215-228. Abstract
Harris, D, Harris, FJ  (2004)  'Evaluating the transfer of technology: a critical evaluation of the human component in the system', Technology in Society, vol. 26, issue 4, Elsevier, pp. 551-565. Abstract
Harris, FJ, de Chernatony, L  (2001)  'Corporate branding and corporate brand performance', European Journal of Marketing, vol. 35, issue 3-4, Emerald Group Publishing Limited, pp. 441-456. Abstract
McDonald, MHB, de Chernatony, L, Harris, FJ  (2001)  'Corporate marketing and service brands - Moving beyond the fast-moving consumer goods model', European Journal of Marketing, vol. 35, issue 3-4, Emerald Group Publishing Limited, pp. 335-352. Abstract
de Chernatony, L, Harris, FJ, Dall'Olmo Riley, F  (2000)  'Added value: Its nature, roles and sustainability', European Journal of Marketing, vol. 34, issue 1/2, Emerald Group Publishing Limited, pp. 39-56. Abstract
de Chernatony, L, Harris, FJ  (2000)  'Developing corporate brands through considering internal and external stakeholders', Corporate Reputation Review, vol. 3, issue 3, Palgrave Macmillan, pp. 268-274. Abstract
de Chernatony, L, Dall'Olmo Riley, F, Harris, FJ  (1998)  'Criteria to assess brand success', Journal of Marketing Management, vol. 14, issue 7, Westburn Publishers Ltd, pp. 765-781. Abstract
de Chernatony, L, Dall'Olmo Riley, F, Harris, FJ  (1998)  'Criteria to assess brand success', Journal of Marketing Management, vol. 14, issue 7, pp. 765-781. Abstract
Book chapters
Harris, FJ  (2011)  'Brands, corporate social responsibility and reputation management', The Business of Human Rights: an Evolving Agenda for Corporate Responsibility, London, Zed Books.
Harris, F  (2011)  'Measurement in quantitative methods', The SAGE Handbook of Social Marketing, London, SAGE Publications Inc., pp. 224-237.
Mackintosh, AM, Harris, FJ, Hastings, G  (2008)  'Measuring the effectiveness of tobacco marketing restrictions', Borland R, Cummings M and Dresler C (eds, IARC Handbook on Tobacco Control (second) (12th handbook in the IARC Handbooks of Cancer Prevention series), IARC.
Conference papers
Harris, F, Harrison, P  (2012)  'Positively-framed messages and affect in social marketing', Academy of Marketing Conference 2012, Marketing: Catching the Technology Wave, Southampton, UK. Abstract
Gordon, R, Harris, FJ  (2009)  'Assessing the cumulative impact of alcohol marketing on young people's drinking: cross sectional data findings', Addiction Research and Theory.Public Policy and Non-profit Marketing, Valencia, Spain. Abstract
Gordon, R, Harris, FJ, Mackintosh, AM  (2009)  'Critical Social Marketing: Assessing the Impact of Alcohol Marketing on Youth Drinking', Australia and New Zealand Marketing Academy Conference, Melbourne, November-December 2009.
Vollinger, B, Hastings, G, Harris, FJ, Borland, R, Hammond, D, Hyland, A, Fong, GT, Yach, D  (2009)  'Evaluating tobacco control policies of the framework convention on tobacco control: findings from the International Tobacco Control Policy Evaluation Project', Society for Research on Nicotine and Tobacco, Prague, Czech Republic, 21- 23 March.
Li, L, Yong, H-H, Borland, R, Fong, GT, Thompson, MR, Yuan, J, Yan, Y, Sirirassamee, B, Hastings, G, Harris, FJ  (2008)  'Exposure to tobacco advertising and promotion among adult smokers in China - compared to Thailand, Australia and the USA', SRNT Conference, Bangkok, Thailand.
Hassan, LM, Harris, FJ, Mackintosh, AM, Hastings, G, Borland, R, Fong, GT, Hammond, D, Cummings, MK, McNeill, A  (2006)  'Assessing the impact of the UK tobacco marketing ban: findings from the ITC Four-Country Survey', 13th World Conference on Tobacco or Health, Washington DC. Abstract
Harris, FJ, Dibb, S, Hastings, G, Devlin, E, Anderson, A  (2006)  'Cultural differences in the effectiveness of cigarette on-pack health messages', Proceedings of the European Marketing Academy Conference, Athens, May.
Giovino, GA, Hyland, A, Higbee, C, Hammond, D, Harris, FJ, Mackintosh, AM, Yong, H-H, Cummings, MK  (2006)  'Gender differences in smoking cessation and response to policies: findings from the ITC 4-Country Survey', TTURC Grantees Meeting, Boston, Massachusetts.
Laing, AW, Harris, FJ, Mekonnen, A  (2005)  'Altruism or self-interest: affinity marketing and consumer value', The 12th Biennial World Marketing Congress, Munster, Germany.
Vollinger, B, Hastings, G, Harris, FJ, Borland, R, Hammond, D, Hyland, A, Fong, GT, Yach, D  (2005)  'Evaluating tobacco control policies of the framework convention on tobacco control: findings from the International Tobacco Control Policy Evaluation Project', The Society for Research on Nicotine and Tobacco, Prague, Czech Republic.
Mackintosh, AM, Harris, FJ, Anderson, S, Hastings, G, Fong, GT, Cummings, MK, Borland, R  (2005)  'Patterns of awareness of tobacco marketing across four countries: findings from the International Tobacco Control survey', SRNT Conference, Prague.
Ward, LM, Laing, AW, Harris, FJ  (2005)  'Self service technology: losing control of the service encounter?', Academy of Marketing Conference, Dublin, Ireland, 5-8 July.
Harris, FJ, Laing, AW, Mekonnen, A  (2005)  'Value propositions in affinity marketing: a typology of consumer value', European Marketing Academy Conference (EMAC), Murcia, Spain, Spain.
Laing, AW, Harris, FJ, Mekonnen, A  (2004)  'Conceptualising and measuring consumer affinity: deconstructing complex relationships', 4th Customer Research Academy Workshop Series (CRAWS), April.
Ward, LM, Harris, FJ, Laing, AW  (2004)  'Perceptions and value in self service banking', Academy of Marketing, Cheltenham, 5-6 July.
de Chernatony, L, Harris, FJ  (2000)  'The challenge of financial services branding: majoring on category or brand values?', 29th European Academy of Marketing Conference, Rotterdam, Netherlands. Abstract
Harris, FJ, de Chernatony, L  (2000)  'Defining a brand's reputation and identifying the criteria used to assess a financial services brand's reputation: a comparison across stakeholders', 4th International Conference on Corporate Reputation, Identity and Competitiveness, Copenhagen. Abstract
de Chernatony, L, Harris, FJ, Dall'Olmo Riley, F  (1999)  'Added value as a course of competitive advantage', 9th World Marketing Congress, Qawra, Malta.
de Chernatony, L, Harris, FJ  (1999)  'The importance of brand identity and reputation in brand building', 3rd International Conference on Corporate Reputation, Identity and Competitiveness, San Juan, Puerto Rico.
Other
Harris, FJ  (2008)  'Does business have a problem with ethics?', issue 31/01/10, Blog for the BBC's The Money Programme.
McDermott, L, Hastings, G, Stead, M, Carrigan, M, Harris, FJ  (2008)  'A review of the effects, uses and interpretations of commercial messages and activities by children', Report for Department of Children, Schools and Families, Department for Education. Abstract
Harris, FJ  (2006)  'Bad boys, good business?', issue 16/03/10, Blog for the BBC's The Money Programme.
Harris, FJ  (2002)  'Internal factors affecting brand performance', Proceedings of the 28th European Marketing Academy Conference, The Open University, pp. 340. Abstract
de Chernatony, L, Harris, FJ  (1998)  'Added Value, its Nature Roles and Sustainability', Open University Business School Working Paper, issue 98/12.
Harris, FJ, de Chernatony, L  (1998)  'Corporate Branding and Corporate Brand Performance', Open University Business School Working Paper, issue 98/20.
Harris, FJ, de Chernatony, L  (1998)  'Internal Factors Affecting Brand Performance', Open University Business School Working Paper, issue 98/18.