معرفی
Helen Joyce Stuart is a Sessional Academic at the Peter Faber Business School within the Faculty of Law and Business. Her research focuses on corporate branding, strategic identity management, and the intersection of corporate social responsibility (CSR) with organizational behavior. Key themes include brand repositioning, stakeholder engagement, and the ethical dimensions of branding in contentious industries.
Her work explores how organizations navigate identity shifts through rebranding (e.g., British Airways case studies), manage reputational challenges, and align brand strategies with long-term sustainability goals. Notable contributions address CSR communication in controversial sectors, employee perspectives during rebranding, and the role of brand champions in corporate branding.
Stuart’s publications span journals like the Journal of Product and Brand Management and Corporate Communications: An International Journal, alongside conference presentations at ANZMAC and other academic forums. Her research bridges theoretical frameworks (e.g., institutional logics) with practical applications in marketing strategy and organizational change.
