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Dr Claire Lambert


Contact Information Telephone: +61 8 6304 5587, Mobile: 6304 5840, Email:, Campus: Joondalup, Room: JO2.376
Staff Member Details
Telephone: +61 8 6304 5587
Mobile: 6304 5840
Campus: Joondalup  
Room: JO2.376  


Dr Claire Lambert is a Lecturer in the School of Business and Law.

Current teaching


  • Promotional Marketing
  • Retail Marketing


  • Promotional Marketing


Claire joined ECU as a full-time lecturer in the School of Business and Law in 2011. Previous to this position, Claire was a Sessional lecturer at ECU teaching both undergraduate and postgraduate students in International Marketing, Buyer Behaviour and Consumer Behaviour.

Claire also has extensive industry experience having held positions at Newell Rubbermaid as a Sales Manager and Product Manager, Coles Group as an Advertising Manager and McDonald’s Australia in several Marketing and Operational positions. Claire completed her Academic studies at the University of Western Australia.


  • Unit Coordinator for Retail Marketing (Undergraduate)
  • Unit Coordinator for Promotional Marketing (Postgraduate & Undergraduate)

Professional associations

  • Australia New Zealand Marketing Academy
  • Australian Institute of Marketing

Research interests

  • Advertising bans
  • Branding
  • Consumer behaviour
  • Contemporary marketing issues
  • Digital marketing
  • Effects of advertising and promotion
  • Marketing to children
  • Retail marketing
  • Self liquidating premiums

Research areas and interests

  • Effects of premium promotions on young children
  • Young children’s fast food brand knowledge, preference and equity
  • How does online drive offline shopping purchases?
  • The role of the Smartphones in consumer purchase decisions
  • Development of suburban shopping centres and the role of the community


  • Doctor of Philosophy, The University of Western Australia, 2009.
  • Bachelor of Commerce with Second Class Honours, The University of Western Australia, 2002.
  • Bachelor of Commerce, The University of Western Australia, 1999.


Recent Research Grants

  • Exploring the role and the ways in which Destination Marketing Organisations (DMOs), tourism businesses might involve in or threaten to destination brand and measuring the effectiveness of destination branding to DMOs and tourism businesses.,  Vietnam International Education Development of the Ministry of Education and Training,  VIED - Scholarship,  2018 - 2021,  $60,000.
  • The economic and social impacts of contemporary music in Western Australia (WAM project),  Edith Cowan University,  ECU Capability Enhancement Scheme - 2015 or earlier,  2015 - 2016,  $28,410.

Recent Publications (within the last five years)


  • Lee, A., Yang, J., Mizerski, R., Lambert, C., (2015), The Strategy of Global Branding and Brand Equity., 222, Singapore, Routledge, DOI: 10.4324/9781315722528.

Book Chapters

  • Mizerski, D., Wang, S., Lee, A., Lambert, C., (2017), Young children as consumers: Their vulnerability to persuasion and its effect on their choices. Routledge International Handbook of Consumer Psychology, 327-346, London, UK, Routledge.

Journal Articles

  • Darley, T., Lambert, C., Ryan, M., (2017), Grey Nomads’ caravanning use of social networking sites. Journal of Information Technology and Tourism, 17(4), 379-398, Springer, DOI: 10.1007/s40558-017-0091-6.

Conference Publications

  • Hussain, S., Ryan, M., Cripps, H., Lambert, C., (2017), Role of social media in handling a crisis situation: A case study of Commonwealth Bank of Australia (CBA). The proceedings of 2nd Business Doctoral & Emerging Scholars Conference, 97-102, Perth Western Australia, Edith Cowan Univerity.
  • Meek, S., Ryan, M., Ogilvie, M., Lambert, C., (2016), Online Brand Communities: The Key to making them Succeed. Marketing in a Post-Disciplinary Era, 952-958, Christchurch, New Zealand, University of Canterbury.


  • Powell, R., Ryan, M., Lambert, C., Cooper, T., Giles, M., Hope, C., (2016), Report for WA Music: Preliminary Economic Impact of the Music Industry in WA., Joondalup, WA, Edith Cowan University.

Research Student Supervision

Co-principal Supervisor

  • Doctor of Philosophy,  Understanding Influences On The Critical-to-success Factors In Online Brand Communities

Associate Supervisor

  • Doctor of Philosophy,  A Consumer-based Brand Equity Model For The Luxury And Upscale Hotel Sector
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