Dr Helen Bruce

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Position: Lecturer in Marketing
Academic unit: Management Sciences and Marketing


Helen joined Manchester Business School's marketing faculty in June 2014.

Prior to her academic career, Helen worked for a period of nine years within the UK financial services industry. Entering the banking sector as a 'fast-track graduate trainee', she worked initially in retail customer services and business customer relationship management, before taking up a series of roles within product management and development. In 2004 Helen transferred to the personal insurance industry, subsequently holding a number of marketing and key account management positions in blue chip firms.

Helen completed her PhD (entitled 'Customer Perceived Value: Reconceptualisation, Investigation and Measurement') at Cranfield School of Management in December 2013, and joined Henley Business School as temporary lecturer in marketing in January 2014, where she worked until May of the same year. She holds an MRes in Management Research from Cranfield School of Management, an MSc in Marketing from Manchester School of Management (UMIST), and a BSc (Hons) in Chemistry from the University of Manchester.

Research Interests

Helen's primary research interests lie in the field of consumer behaviour, with a particular interest in consumer groups, such as families or communities, and their shared perceptions, motivations and identities. Recent projects include an examination of identity conflict within households, arising from their shared consumption of subscription television services. Other areas of research interest are sustainable consumption and prosocial behaviour, and new product and service innovation. As a former marketing practitioner, Helen's research agenda focuses on generating insight that informs business practice, in addition to extending theoretical knowledge.

Postgraduate Opportunities

Helen is not currently available for PhD or DBA supervision.

Programme involvement

Specialist fields




Publication summary




Working papers

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Showing 3 publication(s)


  • Bruce, H. L., Wilson, H. N., & Macdonald, E. K. (2099). ENDURING HOUSEHOLD IDENTITY CONFLICT. Journal of Consumer Research. . Publication link: c14efeb9-6343-4084-8b83-b85cf5cff5aa


  • Burton, J., Nasr, L., Gruber, T., & Bruce, H. (2017). Special section: Advancing customer experience and big data impact via academic- practitioner collaboration. Journal of Services Marketing, 31(2). . Publication link: 603c0499-f4de-4b9b-b277-eb37dd75b125