Dr. Elaine Wallace, BComm, MBS, MII Grad, Ph.D. Dr. Elaine Wallace is a Lecturer in Marketing in the J.E. Cairnes School of Business & Economics at the National University of Ireland, Galway, Ireland. Having graduated with an honours degree in Commerce, Elaine spent seven years in marketing roles within Unilever, Glaxo SmithKline, Siemens and Boots Healthcare. She has worked as a lecturer at NUI Galway since 2000. Elaine has developed and lectures on programmes in Brand Management and Branding Strategy, at undergraduate and postgraduate level. She also teaches Introductory Marketing, Consumer Behaviour, Services Marketing, and a number of Executive Education courses in Marketing. She completed her doctorate at the University of Birmingham, working with Professor de Chernatony and the Centre for Research in Brand Marketing. Her research focused on the relationship between the front line employee and the service brand. Specifically it examined the components of front line performance and the antecedents of brand Championship. With Professor de Chernatony, Elaine has published in international journals and presented at a number of international conferences. Her research area is Brand Marketing, and she is currently also involved in a number of interdisciplinary research projects.