Director of the Business School, Professor of Marketing
- B202, Business School
- +44(0) 1695 584765
- PhD Marketing (Lancaster) 2001
- MSc Marketing (Salford) 1991
- DipM (Chartered Institute of Marketing Diploma) 1991
- DMS (CNAA) Distinction 1998
- Consumer Behaviour
- Consumer Behaviour
- Principles of Marketing
Helen joined Edge Hill University in September 2015 from Northumbria University Newcastle where she held the position of Professor and Subject Leader in Marketing. Previously she worked at the University of Cumbria where she held the position of Reader in Marketing and Director of the Graduate School for ten years. She has also worked at Lancaster University Management School. A Chartered Marketer and elected Fellow of the Chartered Institute of Marketing, her academic career spans twenty years in HE prior to which she worked in sales and marketing within the computing and financial services sectors.
Her main area of research is in the field of consumer behaviour and she has published many conference papers and articles in refereed journals and a number of book chapters as well as a book on Services Marketing.
Recent book chapters
2016, Woodruffe-Burton, Helen. “Countering Heteronormativity; Lesbians and Wellbeing in the Workplace.” Handbook on Well-Being of Working Women. Springer Netherlands, pp. 47-63.
2015, Woodruffe-Burton, H., Hamilton, E., & Doyle, J., Franchising research in a European context. In Global Perspectives in Marketing for the 21st Century (pp. 44-47). Springer International Publishing.
2012, Hashim , Haslinda and Woodruffe-Burton, Helen, “Revisiting the concept of lifestyle : implications for future research”. In: Research Issues in Management and Marketing. McGraw Hill, Shah Alam, pp. 16-29. ISBN 9789675771538.
2011, Woodruffe-Burton, H.R. and Ireland, K., “Lived consumer bodies: Narcissism, Bodily Discourse and Women’s Pursuit of the Body Beautiful” in Gender, Culture and Consumer Behavior, Cele Otnes and Linda Tuncay Zayer (Eds), Psychology Press, London UK and Florence, KY, USA, pp: 195-222
Recent refereed publications
2016, Dey, B.L., Pandit, A., Saren, M., Bhowmick, S. and Woodruffe-Burton, H., “Co-creation of value at the bottom of the pyramid: Analysing Bangladeshi farmers’ use of mobile telephony”. Journal of Retailing and Consumer Services, 29, pp.40-48.
2015, Brown, J. and Woodruffe-Burton, H.R., “Exploring emotions and irrationality in attitudes towards consumer indebtedness: Individual perspectives of UK payday loan consumption”, Journal of Financial Services Marketing 20: pp. 107-121
2015, Yusoff, Mazirah, Fraser McLeay, and Helen Woodruffe-Burton. “Dimensions driving business student satisfaction in higher education.” Quality Assurance in Education 23.1: 86-104.
2013, Woodruffe-Burton, Helen, and Sam Bairstow. “Countering heteronormativity: Exploring the negotiation of butch lesbian identity in the organisational setting.” Gender in Management: An International Journal 28.6 (2013): 359-374.
2011, Vaughan, E and Woodruffe-Burton, H.R., “The Disabled Student Experience: Does the SERVQUAL scale measure up?”, Quality Assurance in Education, Volume 19, Number 1, pp. 28-49
Highly Commended Award Winner at the Literati Network Awards for Excellence 2012.
2011, Woodruffe-Burton, H.R. and Wakenshaw, S., “Revisiting experiential values of shopping; Consumers’ self and identity”, Marketing Intelligence and Planning, Volume 29, Number 1, pp. 69-85
2009, Bettany, S.M.M. and Woodruffe-Burton, H.R., “Working the limits of method: the possibilities of Critical reflexive Practice in Marketing and Consumer Research” , Journal of Marketing management, Special Issue, “Critical Marketing”, Vol. 25, No.7-8, pp. 661-680
Recent conference papers
2016, Ren, C., Wappling, A., & Woodruffe-Burton, H., Evaluating Private and State-owned Companies Differently? The Role of Corporate Reputation in Employer Brand Building, 49th Academy of Marketing Conference, 5th -7th July 2016, Newcastle upon Tyne.
2016, Brown, J., Wappling, A., & Woodruffe-Burton, H., Pressures and Jolts: Consumer Credit Choices, 2016, 49th Academy of Marketing Conference, 5th -7th July 2016, Newcastle upon Tyne.
2016, Brown, J., Black, K., Woodruffe-Burton, H., & Wappling, A., Affording Christmas: The Festive Season as Identity Work, 30th British Academy of Management Conference : Thriving in turbulent times, 6th – 8th September 2016, Newcastle upon Tyne.
2016, Brown, D., Wappling, A., & Woodruffe-Burton, H., Radical Marketing Case Study: An Emerging Taxonomy of Internal Demarketing in a UK Public Sector Organisation, 49th Academy of Marketing Conference, 5th -7th July 2016, Newcastle upon Tyne
2016, Brown, D., Wappling, A., & Woodruffe-Burton, H., Selective Internal Demarketing in Today’s UK Public Sector:“Getting Rid of the Undesirables”?, 30th British Academy of Management Conference : Thriving in turbulent times, 6th – 8th September 2016, Newcastle upon Tyne
2015, Woodruffe-Burton, H., & Wappling, A., Belfast city tours and the commodification of conflict heritage: A consumer behaviour perspective on dark tourism in Northern Ireland, 2nd Corfu Symposium on Managing and Marketing Places, 27 – 30 April 2015, Corfu
2015, Brown, D., Woodruffe-Burton, H., & Wappling, A., Invisible Forces: Towards a reconceptualisation of internal marketing through its dyadic interactions, 48th Academy
of Marketing Conference, 7-9 July 2015, Limerick
2015, Ren, C., Woodruffe-Burton, H., & Wappling, A., Building employer brand image to attract job seekers in China: the role of organisational identity and reputation, 48th Academy
of Marketing Conference, 7-9 July 2015, Limerick
2013, Ren, C., & Woodruffe-Burton, H. R. An exploratory study of the role of internal branding in employee attraction and retention in the Chinese manufacturing sector in Doherty, A.M. (Ed.) 2013, Academy of Marketing Conference, 8-11 July 2013, Pontypridd; University of South Wales ISBN: 978-1-909838-00-0
2014, Brown, D., Woodruffe-Burton,H. & Dey, B. Do transactions speak louder than words? The role of workplace interpersonal transactions in Relationship Management effectiveness, in Kerrigan, F. (Ed.) 2014, Academy of Marketing Conference, 7-10 July 2014, Bournemouth; Bournemouth University ISBN 978-1-858993-01-0 *WINNER of Best Paper Award; Qualitative Inquiry Track*
2014, Chen Ren and Helen Woodruffe-Burton, Employer branding: Building a positive employer brand image to attract job seekers in China, In Proceedings, (Ed: TC Melawar), 2nd International Colloquium on Design, Branding and Marketing, Nottingham Conference Centre, 9-10 Dec 2014
2014, Jane Brown and Helen Woodruffe-Burton, Aesthetics in questionnaire design In Proceedings, (Ed: TC Melawar), 2nd International Colloquium on Design, Branding and Marketing, Nottingham Conference Centre, 9-10 Dec 2014
2013, Brown, D., Woodruffe-Burton, H. & Dey, B. Effects of channel conflict upon managers and salespersons within the UK automotive industry’s manufacturer-dealer dyad, in Doherty, A.M. (Ed.) 2013, Academy of Marketing Conference, 8-11 July 2013, Pontypridd; University of South Wales ISBN: 978-1-909838-00-0
2012, Woodruffe-Burton, H.R., “’They wouldn’t let me in a gay club!’: Performing Femme Identity in Lesbian and Queer Space” Paper presented to 11th Gender, Marketing and Consumer Behaviour Conference, 2012, Queenstown, NZ, 2nd-4th July 2012, Conference co-Chairs Carolyn Costley and Lorraine Friend
2012, Wakenshaw, S. and Woodruffe-Burton, H.R., “Store Loyalty: A Relationship Perspective”, paper presented to the Asia-Pacific Association for Consumer Research, Queenstown, NZ, 6th-8th July 2012, Conference Co-Chairs, Ekant Veer, Paul W. Ballantine and Lucie K. Ozanne
2012, Hashim, H. and Woodruffe-Burton, H.R., “Women’s lived consumption meanings: Uncovering lifestyle genres and dimensions of the caring self”, paper presented to the Asia-Pacific Association for Consumer Research, Queenstown, NZ, 6th-8th July 2012, Conference Co-Chairs, Ekant Veer, Paul W. Ballantine and Lucie K. Ozanne
2011, Woodruffe-Burton, H.R. and Jackson, K, “Variations in supplier relations operating within voluntary groups; historical perspectives on relationships and social justice in the independent retail sector”, paper presented to the Industrial Marketing and Purchasing Group Conference, University of Strathclyde, Glasgow, UK, 30th Aug 2011 – 3rd Sept 2011
2010, Woodruffe-Burton, H.R. and Hashim, H, “Cross-cultural consumer research: A review and critique” Proceedings of the Academy of Marketing Annual Conference, Coventry University, UK,
Broderick, A. (Ed.), Regional Marketing, pp.17-29
2010, Woodruffe-Burton, H.R. and Wakenshaw, S., “The retailer as cultural intermediary and consumer/store relationships” Proceedings of the Academy of Marketing Annual Conference, Coventry University, UK, Broderick, A. (Ed.), Consumer Behaviour, pp. 216-222
2008 Woodruffe-Burton, H.R. and Ireland, K., “Scrutinising the Female Body: Narcissism, Bodily Discourse and Women’s Pursuit of the Body beautiful”, ACR Gender Conference, Boston, Mass, 16th-19th June 2008
Helen is a member of the Editorial Board of the Journal of Marketing Management and a reviewer for a wide range of national and international journals and conferences. She co-Chaired the Academy of Marketing 2016 Conference hosted by Northumbria University and is a co-Chair of the CMS 2017 Conference hosted by Edge Hill University in Liverpool, July 2017. She sits on the Executive Committee of the Academy of Marketing and is Secretary to the Awards Committee for the Worshipful Company of Marketors, a City Livery Company. As well as regularly presenting her work within the international academic arena she has also been an invited guest speaker at conferences organised by professional bodies and major corporations such as Unilever, the UK Financial Services Authority, Carlsberg and the Institute of Directors.
Liz Vaughan, Lancaster University 2009
Haslinda Hashim, Lancaster University 2010
Susan Wakenshaw, Lancaster University 2010*
Gill Marshall, Lancaster University 2010*
Mazirah Yusoff, Newcastle Business School, Northumbria Uni, 2012
Elizabeth Florence Bradley, Lancaster University 2013*
Jacqueline Holland, DBA, Northumbria Uni, 2014
Chen Ren, Northumbria University, 2015
Sianne Gordon-Wilson, Lancaster University, 2016*
*University of Cumbria, Lancaster University award