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  • Associate Professor Claire Lambert

    Associate Professor Claire Lambert

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Associate Professor Claire Lambert

Associate Dean (Teaching and Learning)

Staff Member Details
Telephone: +61 8 6304 5587
Email: c.lambert@ecu.edu.au
ORCID iD: https://orcid.org/0000-0002-0020-2599

Associate Professor Claire Lambert is the Associate Dean, Teaching and Learning in the School of Business and Law.

Key Research Areas

  • Graduate employability, career development learning and professional identity development
  • Retailing
  • Food marketing and child consumers
  • Online brand community consumer behaviour
  • Customer engagement
  • Franchising
  • Consumer behavior

Biography

Claire completed her PhD and Honours degree at the University of Western Australia. Before joining academia, she built more than 20 years of experience in marketing, sales and management, holding senior roles with national and international organisations including McDonald's, Coles Group and Newell Rubbermaid.

Claire commenced at ECU as a sessional academic while working as WA State Sales Manager before joining the University full-time in 2011. She is Associate Dean (Teaching and Learning) in the School of Business and Law, where she provides strategic leadership across curriculum innovation, quality assurance, work-integrated learning and educational excellence. A Certified Practising Marketer with the Australian Marketing Institute (AMI), Claire maintains strong industry connections that inform her teaching and curriculum development.

Claire is recognised nationally for her leadership in higher education and her commitment to enhancing the student experience. Her research and scholarship focus on business education, curriculum innovation, authentic assessment, graduate employability and culturally responsive teaching. She has received two Australian Awards for University Teaching, multiple ECU Vice-Chancellor Awards, and is an Advance HE Senior Fellow. Claire continues to work collaboratively with industry, professional bodies and the higher education sector to develop innovative educational practices that improve student outcomes and strengthen graduate capability.

Awards and recognition
  • 2025 - Citation of Outstanding Contribution to Student Learning, Australian Awards for University Teaching [AAUT]
  • 2025 - Vice Chancellor’s Staff Excellence Awards: Citation for sustained Commitment to Enhancing Diversity, Equity and Inclusion. Guided by Voices. In collaboration with Kurongkurl Katitjin
  • 2023 - Citations for Outstanding Contributions to Student Learning, International Entrepreneurial Partnerships Program Team, School of Business and Law, Vice-Chancellor Staff Excellence Award.
  • 2023 - Outstanding Commitment to Aboriginal and Torres Strait Islander Advancement,National Indigenous Business Summer School WA (NIBSSWA) Organising Committee, School of Business and Law, Vice-Chancellor Staff Excellence Award.
  • 2021 – Innovative Teaching and Learning Practice Award, School of Business and Law Dean Award.
  • 2021 – Citation of Outstanding Contribution to Student Learning, Australian Awards for University Teaching [AAUT]
  • 2020 – Citation for Outstanding Contribution to Student Learning, Vice-Chancellor Staff Excellence Award.
  • 2020 – Business Services Discipline Award, School of Business and Law Dean Award.
  • 2017 – Acciate Dean Teaching and Learning Award for impact on Teaching, School of Business and Law Dean Award.
  • 2014 – Faculty Service Dean Award, School of Business and Law Dean Award.

Professional associations
  • Australia New Zealand Marketing Academy
  • Australian Institute of Marketing

Qualifications

  • 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.

Research Outputs

2026

Journal Articles

  • Meek, S., Lambert, C., Du Plessis, L. (2026). Extending social penetration theory to online brand communities: The impact of perceived identifiability on relational development and perceived enjoyment. Journal of Marketing Communications, 2026(Article in Press), 19 pages. https://doi.org/https://doi.org/10.1080/13527266.2026.2673388.
  • Lambert, C., Ogilvie, M., Meek, S. (2026). Students’ Perspectives on Authentic Assessment: An Experiential Learning Framework for Work-Readiness and Employability. Journal of Experiential Education, 2026(article in press), pp. https://doi.org/10.1177/10538259261425680.
  • Jackson, D., Lambert, C., Coetzee, S. (2026). Designing and evaluating quality transdisciplinary work-integrated learning: insights into practice. Journal of Education and Work, 2026(article in press), pp. https://doi.org/10.1080/13639080.2026.2654142.
  • Lambert, C., Ogilvie, M., Meek, S. (2026). Students'' perspectives on authentic assessment: An experiential learning framework for work-readiness and employability. Journal of Experiential Education, 2026(Article in press), 1-25. https://doi.org/10.1177/10538259261425680.
  • Fong-Emmerson, M., Lambert, C., Hill, B., Ryan, M. (2026). Understanding the journey to higher education: decision-making insights from Aboriginal and Torres Strait Islander students. Higher Education Research and Development, 2026(Article in press), 18 pages. https://doi.org/https://doi.org/10.1080/07294360.2026.2660994.

2025

Journal Articles

  • Jackson, D., Lambert, C., Coetzee, S. (2025). Transdisciplinary work-integrated learning’s contribution to societal transition: a scoping review. Higher Education Research and Development, 44(6), 1480-1496. https://doi.org/10.1080/07294360.2025.2514509.
  • Jackson, D., Lambert, C. (2025). Adolescent Parent Perceptions On Sustainable Career Opportunities And Building Employability Capitals For Future Work. Educational Review, 77(1), 60-82. https://doi.org/10.1080/00131911.2023.2182763.
  • Jackson, D., Lambert, C., Tofa, M., Bridgstock, R., Sibson, R. (2025). Career resources and securing quality work: graduate perspectives. Studies in Continuing Education, 47(2), 436-456. https://doi.org/10.1080/0158037X.2024.2410182.
  • Fong-Emmerson, M., Hill, B., Lambert, C., Ryan, M., Dougan, B. (2025). Leveraging Consumer Socialisation Agents to Increase Indigenous Student Participation in Higher Education. Journal of Social Marketing, 2025(Article in press), 20 pages. https://doi.org/10.1108/JSOCM-04-2025-0116.

2024

Journal Articles

  • Balsarini, P., Lambert, C. (2024). The Dimensions of Entrepreneurial Orientation in Franchise Networks: Exploring the Role of Franchisee Associations. Administrative Sciences, 14(1), article number 2. https://doi.org/10.3390/admsci14010002.
  • Jackson, D., Lambert, C., Sibson, R., Bridgstock, R., Tofa, M. (2024). Student employability-building activities: participation and contribution to graduate outcomes. Higher Education Research and Development, 43(6), 1308-1324. https://doi.org/10.1080/07294360.2024.2325154.
  • Lambert, C., Fong-Emmerson, M., Coetzee, S., D'alessandro, S. (2024). Enhancing Marketing Students’ Indigenous Cultural Competencies Through a Decolonisation and Authentic Assessment Approach. Australasian Marketing Journal, 32(3), 203-211. https://doi.org/10.1177/14413582241244568.
  • Jackson, D., Bridgstock, R., Lambert, C., Tofa, M., Sibson, R. (2024). Subjective career success among new graduates and the role of personal factors. Education and Training, 66(6), 964-980. https://doi.org/10.1108/ET-01-2024-0035.

2022

Journal Articles

  • Wilk, V., Lambert, C., Meek, S. (2022). Online Brand Detraction in an Online Opinion Platform. International Journal of Hospitality Management, 107(October 2022), Article number 103345. https://doi.org/10.1016/j.ijhm.2022.103345.
  • Maccarthy, M., Morgan, A., Lambert, C. (2022). Congregating as a Social Phenomenon; the Social Glue that Binds. International Journal of Event and Festival Management, 13(2), 235-246. https://doi.org/10.1108/IJEFM-11-2021-0085.
  • Balsarini, P., Lambert, C., Ryan, M. (2022). Why franchisors recruit franchisees from the ranks of their employees. Journal of Strategic Marketing, 30(2), 180-200. https://doi.org/10.1080/0965254X.2020.1733053.
  • Costello, L., Dare, J., Dontje, M., Lambert, C., Straker, L. (2022). Applying the 4Ps of social marketing to retain and engage participants in longitudinal cohort studies: generation 2 Raine study participant perspectives. BMC Medical Research Methodology, 22(1), article number 288. https://doi.org/10.1186/s12874-022-01778-4.

2021

Journal Articles

  • Lambert, C., Goh, E. (2021). To toy or not to toy in supermarket instant reward programs. Asia Pacific Journal of Marketing and Logistics, 33(2), 513-525. https://doi.org/10.1108/APJML-09-2019-0530.
  • Balsarini, P., Lambert, C., Ryan, M., Maccarthy, M. (2021). Subjective Knowledge, Perceived Risk, and Information Search when Purchasing a Franchise: A Comparative Exploration from Australia. Journal of Risk and Financial Management, 14(8), Article Number 338. https://doi.org/10.3390/jrfm14080338.
  • Meek, S., Wilk, V., Lambert, C. (2021). A big data exploration of the informational and normative influences on the helpfulness of online restaurant reviews. Journal of Business Research, 125(March 2021), 354-367. https://doi.org/10.1016/j.jbusres.2020.12.001.

2019

Journal Articles

  • Meek, S., Ryan, M., Lambert, C., Ogilvie, M. (2019). A multidimensional scale for measuring online brand community social capital (OBCSC). Journal of Business Research, 100(2019), 234-244. https://doi.org/10.1016/j.jbusres.2019.03.036.
  • Meek, S., Ogilvie, M., Lambert, C., Ryan, M. (2019). Contextualising social capital in online brand communities. Journal of Brand Management, 26(4), 426-444. https://doi.org/10.1057/s41262-018-00145-3.

2018

Journal Articles

  • Meek, S., Lambert, C., Ryan, M., Ogilvie, M. (2018). Social capital: An influence on critical to success factors in online brand communities. International Journal of Web Based Communities, 14(3), 268-288. https://doi.org/10.1504/IJWBC.2018.094920.

Conference Publications

  • Lambert, C., Riebe, L. (2018). Do Marketing Students Enjoy or Avoid Teamwork?. Connect. Engage. Transform ANZMAC 2018 - Conference Proceedings (463-466). University of Adelaide. https://ro.ecu.edu.au/ecuworkspost2013/5712.
  • Maboud, M., Lambert, C., Ryan, M. (2018). The customers’ intention of using loyalty programs. Connect. Engage. Transform ANZMAC 2018 - Conference Proceedings (164-167). University of Adelaide. https://ro.ecu.edu.au/ecuworkspost2013/5710.
  • Lambert, C., Lee, A. (2018). VIDEOTISEMENTS: AN EMERGING ADVERTISING MEDIUM TARGETING CHILDREN. Global Marketing Conference Proceedings (135-140). Changwon National University. https://ro.ecu.edu.au/ecuworkspost2013/5706.
  • Balsarini, P., Lambert, C., Ryan, M. (2018). Internally Recruited Franchisees’ Franchise Buyer Decision Process. Connect. Engage. Transform ANZMAC 2018 - Conference Proceedings (22-25). University of Adelaide. https://ro.ecu.edu.au/ecuworkspost2013/5711.

2017

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). 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. https://doi.org/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). Edith Cowan Univerity.

2016

Conference Publications

  • 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). University of Canterbury.

Reports

  • 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.

2015

Books

2012

Conference Publications

  • Fanning, S., Lambert, C., Maccarthy, M. (2012). Validating an old Classic: Deconstructing the Sporting Pyramid using Holt’s Typology of Consumption. Australia New Zealand Marketing Academy Conference 2012 Proceedings (7). Ehrenberg-Bass Institute for Marketing Science, University of South Australia.

2011

Conference Publications

  • Lambert, C., Mizerski, R. (2011). Kids, Toys and Fast Food: An Unhealthy Mix?. Australia New Zealand Marketing Academy Conference 2011: Proceedings (7). Australian & New Zealand Marketing Academy.

Research Projects

  • Supporting higher education students in their transition to work, Higher Education Research and Development Society of Australasia (HERDSA), Grant, 2022 ‑ 2023, $4,960.
  • 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, $18,410.

Research Student Supervision

Current Supervisions

Principal Supervisor

  • Doctor of Philosophy, Digital Wellbeing in AI-Personalised Social Media: Emotional Comfort as a Psychological Mechanism Among Young Users.
  • Doctor of Philosophy, Passive vs Purposeful: Exploring Generation Z's Early Superannuation Journey

Completed Supervisions

Principal Supervisor

  • Doctor of Philosophy, Internally recruited franchisees: preconditions, decision processes and outcomes
  • Doctor of Philosophy, Luxury Fashion Repurchase Intentions Among Chinese Gen Y: Investigating Consumer Attitudes and the Impact of the COVID-19 Pandemic
  • Doctor of Philosophy, Indigenous student voices on their journey to higher education and the reframing of university marketing

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
  • Doctor of Philosophy, The Influence of Social Interactions on Tourist Experience and Tourist Satisfaction: A Study of Group Package Tours in Vietnam
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