Dr Juliana French

Head of Department, Senior Lecturer

Department of Marketing

603 5514 5693
Room 6-5-12


Dr Juliana French joined Monash University Malaysia in September 2016 upon completing her PhD in marketing which she earned from Monash University Malaysia. Originally trained as a primary school teacher, she switched fields and worked in advertising, television consultancy and sports management before returning to the world of academia.

Her research interests lie primarily in the area of consumption experiences and behaviour, specifically the influence of culture on consumption behaviour, symbolic consumption and consumer responses to the media. Juliana utilizes and specializes in a range of interpretive qualitative research.

Academic Qualifications

Doctor of Philosophy
Institution Monash University
Year awarded 2017
Post Graduate Diploma in Business and Commerce
Institution Monash University
Year awarded 2010
Masters of Business (Marketing)
Institution RMIT Melbourne
Year awarded 2002
Post Graduate in Business Systems
Institution RMIT Melbourne
Year awarded 2000

Areas of Expertise

1Consumer Behaviour
2Culture and consumption
3Interpretive qualitative research 


Subject CodeSubject
BEW4000Research Methodology 1
MKW1120Marketing Theory and Practice
MKW3301Service Marketing

Book Chapters

*Yang, I.C.M., French, J. & Lee, C. (forthcoming). “Century of Humiliation and Consumer Culture: The Making of National Identity”. In R. Belk & Y. Minowa (Eds.), Consumer Culture Theory in Asia: History and Contemporary Issues (Ed.). Routledge.
*French, J. (2020). Negotiating womanhood: Vulnerability in the pursuit of beauty. In Kananatu, T. & Koh, G.M. (Eds.) Vulnerable Groups in Malaysia. Germany: De Gruyters
* Kananatu, T. & French, J. (2021). Hindu mothers and Muslim-convert fathers: Custody battles at the intersections of Gender, Religion and Rights in Malaysia. In Bong, S., Goh, J. & Kananatu, T. (Eds.) Effecting Gender and Sexuality Justice in Asia – Finding Resolutions Through Conflicts. Singapore: Springer

Scholarly Journals

* Yang, I-C. M., French, J., Lee, L. M. Q. & Shrestha, K. (2021). An Institutional Isomorphism Perspective of Tourism Impact. Annals of Tourism Research0
* Yang, I-C. M., French, J., Lee, C. K. C & Watabe, M. (2020). The Symbolism of International Tourism in National Identity. Annals of Tourism Research, 83.
*French, J. A., Lee, C. K. C & Brace-Govan, J. (2020). Malay Muslim Religious Ideology: Representations of Gendered Beauty Ideals in Women’s Magazines. Journal of Macromarketing.
* Mahardika, H., French, J., & Sembada, A. (2018). Keep calm and eat satay: Indonesia's consumption-themed signals of defiance against terrorism. Australasian Marketing Journal, 26(3), 231- 238. https://doi.org/10.1016/j.ausmj.2018.06.002
* Majid, A., Sinnathamby, S., French, J., & Bakar, S. (2015). Apostasy in Islam and identity cards in Malaysia. Common Law World Review, 298-316. doi: 10.1177/1473779515617112

Conference Proceedings

*French, J. (2019, June 26-29). Negotiating and navigating womanhood: A historical perspective. Paper presented at Macromarketing Conference, Cleveland, Ohio.
* Ismail, A. S., Lee, C.K.C. and French, J. (2019, June 26-29). Unravelling the past as we know it: A historical analysis of gendered discourses in Malaysia. Paper presented at Macromarketing Conference, Cleveland, Ohio.
* Yang, I-C.M.,  Lee, C.K.C. and French, J. (2019, July 17-19). From 'Sick Man' to 'Strong Man' of Asia: Consumer Culture and National identity of China. paper presented at Consumer Culture Theory Conference, Montreal, Canada.
*French, J., Koh, S. G. M. & Liew, E. J. Y. (2018, November 10 - 11). Co-creation and well-being outcomes in healthcare. Paper presented at Korean Academy of Marketing Scholars, Seoul, South Korea. http://file.hanrimwon.com/ksms/ksms2018/proceedings.html
*French, J., Lee, C., & Brace-Govan, J. (2015, November 30- December 2). Muslim identity and symbolic boundaries in beauty discourses. Paper presented at ANZMAC Conference Sydney, Australia.  
*French, J., Lee, C. (2011, March 20-22). Deciphering self and identity through the consumption of make-up. Paper presented at Global Islamic Marketing Conference (GIMC), Dubai, United Arab Emirates

Practitioner Journal

* Kwok, A. O. J., French, J. & Koh, S. G. M. (in press). International Joint Venture Strategy: An SME’s Expansion into the Halal Global Market. Journal of International Business Education.
* French, J., Koh, S. G. M. & Kananatu, T. (2018). The 14th General Elections and the Changing Business Environment in a “New” Malaysia. Journal of International Business Education, vol. 13, pp. 319-332.

Local Grants

Title Beauty discourses and the Malay Muslim female consumer in Malaysia: A historical analysis (funded by eiHub Seed grant)
Investigators Juliana French
Funding Period Feb - October 2018
Funding Body/Organisation Global Asia in the 21st Century (GA21)
Title Leveraging Dynamic Capabilities for Healthcare Analytics through Quality Use of Technology
Investigators Dr Ewilly Liew (PI)
Dr Sharon Koh
Dr Juliana French
Funding Period Nov 2016 - Oct 2018 
Funding Body/Organisation Global Asia in the 21st Century (GA21)

Current Supervision

StudentCarol Lim Yee Wen
TitleFood culture and the media: A multilevel analysis of Malaysian Chinese acculturation (PhD)
Student Shafiullah Anis
Title The Marketization of Religio-Nationalist Political Ideology and Consumption (BBusComm PGDip)

Completed Supervision

Student Aminath Shaba Ismail
TitleUnravelling the past as we know it: Analysing the historical development of 'The Woman Question' in Malaysia (PhD)
Student Michelle I-Chieh Yang
Title Agency in National Identity Negotiation:  An Institutional Perspective (PhD)
Student Carol Lim Yee Wen
Title What are the meanings associated with food? A Discourse Analysis of Chinese newspaper in Malaysia (BBusCom Honours)

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