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Biography

Professional biography

Fiona is a Senior Lecturer in Management in the Department for Strategy and Marketing. Her doctoral research was in brand management. Prior to joining The Open University, Fiona held research posts in industry, governmental and educational institutions, conducting research in a variety of areas of product/system development.

Fiona is Co-Lead for the Social and Responsible Marketing Research Cluster.

Research interests

Fiona’s current research interests mainly concern ethical marketing practice, consumer behaviour and the application of marketing principles and techniques to improve health, social wellbeing and environmental sustainability. She has conducted and contributed to a range of research in social marketing and behaviour change, which includes the use of positive affect in message framing to support smoking cessation, the impact of marketing and branding on adolescent and adult drinking and interventions to encourage sustainable clothing behaviour. Her research also draws on her background in applied psychology and doctoral research on brand management.

Teaching interests

Fiona chairs Marketing in action (B328) a Level 3 module in the BA (Hons) Business Studies programme. She has authored module material on marketing, management, ethics, corporate social responsibility and brand management for a wide range of modules and levels.

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 collaborations

Fiona is the founder and Chair of the Academy of Marketing's Ethics and Marketing Special Interest Group.

Publications

Book

Ethics in Marketing: International Cases and Perspectives (2017)

Book Chapter

Measurement in quantitative methods (2011)

Brands, corporate social responsibility and reputation management (2011)

Measures to assess the effectiveness of restrictions on tobacco marketing communications (2008)

Journal Article

Partnerships as Strategy in Macro-Social Marketing (2024)

Media and the Staging of Policy Controversy: Obesity and the UK Sugar Tax (2023)

Social marketing: ready to help revolutionise marketing education (2022)

It’s the REAL Thing: Contested Media Discourse and the UK Sugar Tax (2022)

Sustainable clothing: challenges, barriers and interventions for encouraging more sustainable consumer behaviour (2016)

Consumer Socialization and the Role of Branding in Hazardous Adolescent Drinking (2015)

Assessing the cumulative impact of alcohol marketing on young people's drinking: cross-sectional data findings (2011)

A multidimensional typology of customer relationships: from faltering to affective (2011)

Reported awareness of tobacco advertising and promotion in China compared to Thailand, Austalia and the USA (2009)

Product classification: an ethical perspective (2009)

Linking products to a cause or affinity group: does this really make them more attractive to consumers? (2008)

Modeling persuasion in social advertising: A study of responsible thinking in antismoking promotion in eight Eastern EU member states (2007)

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 (2006)

Evaluating the transfer of technology: a critical evaluation of the human component in the system (2004)

Deconstructing affinity relationships: consumers and affinity marketing (2004)

Developing a brand performance measure for financial services brands (2004)

Corporate marketing and service brands - Moving beyond the fast-moving consumer goods model (2001)

Corporate branding and corporate brand performance (2001)

Developing corporate brands through considering internal and external stakeholders (2000)

Added value: Its nature, roles and sustainability (2000)

Criteria to assess brand success (1998)

Presentation / Conference

Positively-framed messages and affect in social marketing (2012)

Assessing the cumulative impact of alcohol marketing on young people's drinking: cross sectional data findings (2009)

Exposure to tobacco advertising and promotion among adult smokers in China - compared to Thailand, Australia and the USA (2008)

Assessing the impact of the UK tobacco marketing ban: findings from the ITC Four-Country Survey (2006)

Gender differences in smoking cessation and response to policies: findings from the ITC 4-Country Survey (2006)

Altruism or self-interest: affinity marketing and consumer value (2005)

Evaluating tobacco control policies of the framework convention on tobacco control: findings from the International Tobacco Control Policy Evaluation Project (2005)

Patterns of awareness of tobacco marketing across four countries: findings from the International Tobacco Control survey (2005)

Value propositions in affinity marketing: a typology of consumer value (2005)

The challenge of financial services branding: majoring on category or brand values? (2000)

Defining a brand's reputation and identifying the criteria used to assess a financial services brand's reputation: a comparison across stakeholders (2000)

Added value as a course of competitive advantage (1999)

The importance of brand identity and reputation in brand building (1999)

Report

A review of the effects, uses and interpretations of commercial messages and activities by children (2008)

Thesis

Internal factors affecting brand performance (2002)