Rate My Professor Claudia Gonzalez
Ratings & reviews
Encourages creativity and critical thinking.
A true inspiration to all learners.
Always approachable and easy to talk to.
Always fair, constructive, and supportive.
Great Professor!
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About Claudia
Dr Claudia Gonzalez serves as an Honorary Lecturer in the School of Business at the University of Queensland. She earned her PhD in Marketing from the University of Queensland in 2018 with a thesis titled "Embracing brand complexity: conceptualising and understanding the broad brand concept." Prior to her doctorate, she completed a Master of Business (Advanced) in Marketing at the same university in 2011, and holds Bachelor degrees in Film and Television and in Social Communications from Pontificia Universidad Católica de Chile in 2007. Her career at UQ includes roles as Sessional Lecturer from 2013 to 2018, Marketing Lecturer (equivalent to Assistant Professor) from July 2018 to December 2021, and Honorary Lecturer from December 2021 to the present.
Gonzalez's research interests encompass sustainability in marketing, consumer resistance to sustainability regulations, brand purpose and management, circular economy adoption from a service ecosystem perspective, sustainable food choices, sustainable investments via micro-investing platforms, and the unintended consequences of digital service technologies. Notable publications include co-authored articles such as “How do I carry all this now?”: understanding consumer resistance to sustainability interventions in the Journal of Marketing (2021), Fostering sustainable investments through micro-investing platforms in Scientific Reports (2023), Brand purpose: a literature review and BEING implementation framework in the Journal of Product and Brand Management (2024), Navigating circular economy adoption: a service ecosystem perspective in the Journal of Service Management (2025), Degrowth and the future of marketing in Marketing Theory (2025), and The Effect of Self-Concept Components on Sustainable Food Choice in Business Strategy and the Environment (2025). She has also contributed to book chapters like User beware! The dark side of digital technologies (2025) and numerous conference papers. Gonzalez has received several honors, including the Outstanding Research Early Career Researcher Jacaranda Award from UQ Business School Marketing Discipline in 2019 and 2021, the Above and Beyond 2020 Honor Roll from the University of Queensland, and research scholarships such as the UQ Top-Up Scholarship and Becas Chile-Conicyt PhD Scholarship in 2013. Additionally, she has secured research grants totaling more than US$190,000, including multiple UQ seed funding schemes and FONDECYT de Iniciación en Investigación in 2023.