Professor Krzysztof Kubacki
Profiles

Professor Krzysztof Kubacki

Professor in Marketing and Society

Plymouth Business School (Faculty of Arts, Humanities and Business)

Biography

Biography

Associate Dean (International), Faculty of Arts, Humanities and Business

Professor of Marketing and Society, Plymouth Business School

After working as a musician for the Helena Modrzejewska Theatre and Wrocław Opera House in Poland, I became a full-time academic in 2003. My previous academic appointments include University of Glamorgan, University of Wales in Aberystwyth, Keele University (all in the UK), Griffith University (Australia), and AUT (New Zealand). I held visiting positions at the University of Lethbridge (Canada) and Białystok University of Technology (Poland). I was also Deputy Director of Social Marketing@Griffith (2014-2016), HDR Director (2017-2018) at Griffith Business School, and Associate Dean Postgraduate at AUT (2019-2022). I spent five years (2013–2018) working as VicHealth’s Social Marketing Research Practice Fellow (Victoria, Australia).

Qualifications

PGCertHE, MSc, PhD, FHEA

Teaching

Teaching

Teaching interests

Social marketing, Marketing Communications, Branding, Entertainment and the Arts Marketing, International Marketing

Research

Research

Research interests

Marketing for social impact, Social marketing, Social and behaviour change ethics, Social and behaviour change communication, Arts marketing, Interpretive research, Systematic reviews


Other research

Google Scholar

I have published extensively in areas such as arts marketing, social marketing and behaviour change ethics. My current research focuses on the identification, trial, evaluation and critique of behaviour change programmes. I have been involved in the development and evaluation of several community, state and nationwide marketing and public health campaigns in areas such as active transport, physical activity, alcohol harm minimisation, healthy diet and gender equality. I am currently interested in the intersecting roles of ethics, power and vulnerability in behaviour change and social marketing systems.

Awards

2022, Outstanding Paper, Journal of Social Marketing, 2022 Emerald Literati Awards
2019, Outstanding Reviewer, Arts and the Market, 2019 Emerald Literati Network Awards for Excellence
2018, Best Paper, Non-Profit and Social Marketing track, Academy of Marketing Conference
2017, Pro Vice Chancellor's Research Excellence Award, Highly commended in the ‘Individual High Impact Applied Research’ category
2016, Best Paper, Marketing Education track, ANZMAC Conference
2015, Best Paper, Place Marketing & Branding track, Academy of Marketing Conference
2013, Pro Vice Chancellor’s Research Excellence Award
2012, Outstanding Reviewer, Journal of Social Marketing, Emerald Literati Network Awards for Excellence
2004, Best Paper, Social Marketing track, Academy of Marketing Conference

Editorial Board Membership

Associate Editor, Journal of Marketing Management
Editorial board member, Journal of Social Marketing
Editorial board member, Social Marketing Quarterly

Publications

Publications

Key publications

Key publications are highlighted

Journals

Kamin, T, Kubacki, K and Atanasova, S (2022) “Empowerment in social marketing: Systematic review and critical reflection”, Journal of Marketing Management, https://doi.org/10.1080/0267257X.2022.2078864

Siemieniako, D, Mitręga, M and Kubacki, K (2022) “The antecedents to social impact in inter-organizational relationships – a systematic review and future research agenda”, Industrial Marketing Management, 101, pp.191-207.

Shawky, S, Kubacki, K, Dietrich, T and Weaven, S (2022) “The multi-actor perspective of engagement on social media”, International Journal of Market Research, 64(1), pp.19-37

Shawky, S, Kubacki, K, Dietrich, T and Weaven, S (2022) “Is social media a panacea for social marketing communication? A scoping review”, Health Marketing Quarterly, 39(3), pp.297-313.

Mitręga, M, Siemieniako, D, Makkonen, H, Kubacki, K and Bresciani, S (2021) “Versatile capabilities for growth in the context of transforming countries: evidence from Polish manufacturing companies”, Journal of Business Research, 134, pp.156-170

Siemieniako, D, Kubacki, K and Mitręga, M (2021) “Inter-organisational relationships for social impact: a systematic literature review”, Journal of Business Research, 132, pp.453-469

Schmidtke, D, Rundle-Thiele, S, Kubacki, K and Burns, GL (2021) “Co-designing social marketing programs with ‘bottom of the pyramid’ citizens”, International Journal of Market Research, 63(1), pp.86-105

Schmidtke, D, Kubacki, K and Rundle-Thiele, S (2021) “A review of social marketing interventions in low and middle income countries (2010-2019)”, Journal of Social Marketing, 11(3), pp.240-258. Outstanding Paper winner in the 2022 Emerald Literati Awards.

Kubacki, K, Siemieniako, D and Brennan, L (2020) “Building positive resilience through vulnerability analysis”, Journal of Social Marketing, 10(4), pp.471-488

Shawky, S, Kubacki, K, Dietrich, T and Weaven, S (2020) “A dynamic framework for managing customer engagement on social media”, Journal of Business Research, 121, pp.567-577

Durl, J, Dietrich, T and Kubacki, K (2020) “Effectiveness of a brief versus a comprehensive social marketing program”, Journal of Social Marketing, 10(3), pp.377-394

Badejo, A, Rundle-Thiele, S and Kubacki, K (2019) “Taking a wider view: a formative multi-stream social marketing approach to understanding human trafficking as a social issue in Nigeria”, Journal of Social Marketing, 9(4), pp.467-484

Dietrich, T, Rundle-Thiele, S, Kubacki, K, Durl, J, Gullo, M, Arli, D and Connor, J.P. (2019) “Virtual reality in social marketing: a process evaluation”, Marketing Intelligence and Planning, 37(7), pp.806-820

Shawky, S, Kubacki, K, Dietrich, T and Weaven, S (2019) “Using social media to create engagement: a social marketing review”, Journal of Social Marketing, 9(2), pp.204-224

Kubacki, K and Szablewska, N (2019) “Social marketing targeting indigenous peoples: a systematic review”, Health Promotion International, 34(1), pp.133-143

Kadir, M, Kubacki, K and Rundle-Thiele, S (2019) “Perceived benefits and barriers of walking among overweight and obese adults”, Health Marketing Quarterly, 36(1), pp.54-70

Szablewska, N and Kubacki, K (2019) “A human rights-based approach to the social good in social marketing”, Journal of Business Ethics, 155(3), pp.871-888

Pang, B, Rundle-Thiele, S and Kubacki, K (2018) “Can the Theory of Planned Behaviour explain walking to and from school among Australian children? A social marketing formative research study”, International Journal of Nonprofit and Voluntary Sector Marketing, 23(2), e1599

Szablewska, N and Kubacki, K (2018) “Anti-human trafficking campaigns: a systematic literature review”, Social Marketing Quarterly, 24(2), pp.104-122

Kitunen, AK, Rundle-Thiele, S, Kubacki, K and Dietrich, T (2018) “Generating consumer insights into physical activity patterns for three different segments”, Journal of Strategic Marketing, 26(2), pp.188-202

Kubacki, K, Hurley, E and Rundle-Thiele, S (2018) “A systematic review of sports sponsorship for public health and social marketing”, Journal of Social Marketing, 8(1), pp.24-39

Pang, B, Kubacki, K and Rundle-Thiele, S (2017) “Promoting active travel to school: a systematic review (2010-2016)”, BMC Public Health, 17(1), pp.638

Pang, B, Rundle-Thiele, S and Kubacki, K (2017) “An empirical examination of the Ecological and Cognitive Active Commuting framework: A social marketing formative research study”, Health Education, 117(6), pp.581-598

McArthur, E, Kubacki, K, Pang, B, and Alcaraz, C (2017) “The employers’ view of “work-ready” graduates: A study of advertisements for marketing jobs in Australia”, Journal of Marketing Education, 39(2), pp.82-93

Arli, D, Kubacki, K, Tjiptono, F and Morenodiez, S (2017) “Religiousness and digital piracy among young consumers in an emerging market”, Young Consumers, 18(1), pp.40-53

Kubacki, K, Ronto, R, Lahtinen, V, Pang, B and Rundle-Thiele, S (2017) “Social marketing interventions aiming to increase physical activity among adults: a systematic review”, Health Education, 117(1), pp.69-89

Arli, D, Pekerti, A, Kubacki, K and Rundle-Thiele, S (2016) “Exploring the impact of self-construal and cultural intelligence on alcohol consumption: implications for social marketing”, International Journal of Nonprofit and Voluntary Sector Marketing, 21(4), pp.269-285

Schuster, L, Kubacki, K and Rundle-Thiele, S (2016) “Understanding caregivers’ intentions for their child to walk to school: further application of the Theory of Planned Behaviour”, Health Marketing Quarterly, 33(4), pp.307-320

Rundle-Thiele, S, Kubacki, K and Gruneklee, N (2016) “Perceived benefits and barriers of physical activity: a social marketing formative study”, Health Marketing Quarterly, 33(2), pp.181-194

Schuster, L, Kubacki, K and Rundle-Thiele, S (2016) “Community-based social marketing: effects on social norms”, Journal of Social Marketing, 6(2), pp.193-210

Buyucek, N, Kubacki, K, Rundle-Thiele, S and Pang, B (2016) “A systematic review of stakeholder involvement in social marketing interventions”, Australasian Marketing Journal, 24(1), pp.8-19

Gruneklee, N, Rundle-Thiele, S and Kubacki, K (2016) “What can social marketing learn from Dirichlet theory patterns in a physical activity context?”, Marketing Intelligence and Planning, 34(1), pp.41-60

Fujihira, H, Kubacki, K, Ronto, R, Pang, B and Rundle-Thiele, S (2015) “Social marketing physical activity interventions among adults sixty years old and older: a systematic review”, Social Marketing Quarterly, 21(4), pp.214-229

Zharekhina, L and Kubacki, K (2015) “What messages does social marketing advertising send? A content analysis of advertisements aiming to minimise harm from alcohol consumption”, International Journal of Nonprofit and Voluntary Sector Marketing, 20(4), pp.285-298

Kubacki, K, Rundle-Thiele, S, Pang, B and Buyucek, N (2015) “Minimising alcohol harm: a systematic social marketing review (2000-2014)”, Journal of Business Research, 68(10), pp.2214-2222

Kubacki, K, Rundle-Thiele, S, Lahtinen, V and Parkinson, J (2015) “A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014)”, Young Consumers, 16(2), pp.141-158

Schuster, L, Kubacki, K and Rundle-Thiele, S (2015) “A theoretical approach to segmenting children’s walking behaviour”, Young Consumers, 16(2), pp.159-171

Rundle-Thiele, S, Kubacki, K, Tkaczynski, A and Parkinson, J (2015) “Using two-step cluster analysis to identify homogeneous physical activity groups”, Marketing Intelligence and Planning, 33(4), pp.522-537

Arli, D, Kubacki, K, Rundle-Thiele, S, Pekerti, A and Tkaczynski, A (2015) “No pain, no gain: insights into changing individual volitional behaviour”, International Journal of Nonprofit and Voluntary Sector Marketing, 20(2), pp.170-187

Pang, B and Kubacki, K (2015) “The four Es of social marketing: ethicality, expensiveness, exaggeration and effectiveness”, Journal of Social Marketing, 5(1), pp.83-99

Jones, S and Kubacki, K (2014) “Branding places with social problems: a systematic review (2000-2013)”, Place Branding and Public Diplomacy, 10(3), pp.218-229

Siemieniako, D and Kubacki, K (2013) “Female students’ drinking seen through collages and diaries”, Qualitative Market Research: an International Journal, 16(3), pp.296-314

Kipnis, E, Kubacki, K, Broderick, AJ, Siemieniako, E and Pisarenko, NL (2012) “'They don't want us to become them': brand local integration and consumer ethnocentrism”, Journal of Marketing Management, 28(7-8), pp.836-864

Kubacki, K, and Siemieniako, D (2011) “Innovation in social marketing research methods: what can collages add to a multi-method research project exploring alcohol consumption among young people?”, Journal of Nonprofit and Public Sector Marketing, 23(4), pp.387-407

Kubacki, K and Croft, R (2011) “Markets, music and all that jazz”, European Journal of Marketing, 45(5), pp.805-821

Kubacki, K, Siemieniako, D and Rundle-Thiele, S (2011) “College binge drinking: a new approach”, Journal of Consumer Marketing, 2(3), pp. 225-233

Siemieniako, D, Kubacki, K, Glińska, E and Krot, K (2011) “National and regional ethnocentrism: a case study of beer consumers in Poland”, British Food Journal, 113(3), pp.404-418

Siemieniako, D and Kubacki, K (2010) “Exploring college students’ perceptions of negative consequences of binge drinking through consumer collages”, European Advances in Consumer Research, 9, pp.255-263

Siemieniako, D, Rundle-Thiele, S and Kubacki, K (2010) “Exploring locality and college binge drinking: a Polish and Canadian perspective”, Young Consumers, 11(4), pp.320-329

Kubacki, K, Siemieniako, D and Skinner, H (2009) “Alcohol consumption in Poland: an investigation into students’ attitudes and perceptions”, Worldwide Hospitality and Tourism Themes, 1(2), pp.133-148

Skinner, H, Kubacki, K, Moss, G and Chelly, D (2008) “International marketing in an enlarged European Union: some insights into cultural heterogeneity in Central Europe”, Journal for East European Management Studies, 13(3), pp.193-215

Kubacki, K (2008) “Jazz musicians: creating service experience in live performance”, The International Journal of Contemporary Hospitality Management, 20(4), pp.401-411

Kubacki, K (2008) “Making music in transitional societies: a case study of Poland”, Cultural Trends, 17(2), pp.115-127

Skinner, H, Kubacki, K, Parfitt, S and Moss, G (2008) “Polish nightclubs and bars: management insights into what customers really want”, Journal for East European Management Studies, 13(2), pp.154-169

Moss, G, Gunn, R and Kubacki, K (2008) “'Gender and web design: the implications of the mirroring principle for the services branding model”, Journal of Marketing Communications, 14(1), pp.37–57

Skinner, H and Kubacki, K (2007) “Unravelling the complex relationship between nationhood, cultural identity and place branding”, Place Branding and Public Diplomacy, 3(4), pp.305-316

Kubacki, K, Skinner, H, Parfitt, S and Moss, G (2007) “Comparing nightclub customers’ preferences in existing and emerging markets”, The International Journal of Hospitality Management, 26(4), pp.957-973

Moss, G, and Kubacki, K (2007) “Researchers in Higher Education: a neglected focus of study?”, Journal of Further and Higher Education, 31(3), pp.297-310

Moss, G, Kubacki, K, Hersh, M and Gunn, R (2007) “Knowledge management in Higher Education: a comparison of individualistic and collectivist cultures”, European Journal of Education, 42(3), pp.377-394

Moss, G, Gunn, R and Kubacki, K (2007) “Successes and failures of the mirroring principle: a study of angling and beauty websites”, The International Journal of Consumer Studies, 31(3), pp.248-257

Kubacki, K, Moss, G and Lloyd Parkes, E (2007) “Purchasing in provider mode: the role of parents in children’s music education”, The Marketing Review, 6(1), pp.3-22

Kubacki, K and Croft, R (2007) “Show me the money: music, musicians and advertising”, The International Journal of the Arts in Society, 1(2), pp.23-32

Kubacki, K and Croft, R (2006) “Artists’ attitudes to marketing: a cross-cultural perspective”, The International Journal of Nonprofit and Voluntary Sector Marketing, 11(4), pp.335-345

Kubacki, K and Skinner, H (2006) “Poland: exploring the relationship between national brand and national culture”, Journal of Brand Management, 13(4-5), pp.284-299

Kubacki, K and Croft, R (2005) “Paying the piper: a study of musicians and a music business”, The International Journal of Nonprofit and Voluntary Sector Marketing, 10(4), pp.225-237

Kubacki, K and Croft, R (2004) “Mass marketing, music and morality”, Journal of Marketing Management, 20(5-6), pp.577-590

Articles
Mitrega M, Siemieniako D, Kubacki K & Mouzas S (2022) 'Managing business relationships for social impact: Introduction to the special issue' Journal of Business Research 148, 405-409 , DOI
Shawky S, Kubacki K, Dietrich T & Weaven S (2022) 'Is social media a panacea for social marketing communication? A scoping review' Health Marketing Quarterly 39, (3) 297-313 , DOI
Kamin T, Kubacki K & Atanasova S (2022) 'Empowerment in social marketing: systematic review and critical reflection' Journal of Marketing Management 38, (11-12) 1104-1136 , DOI
Siemieniako D, Mitrega M & Kubacki K (2022) 'The antecedents to social impact in inter-organizational relationships – A systematic review and future research agenda' Industrial Marketing Management 101, 191-207 , DOI
Mitrega M, Siemieniako D, Makkonen H, Kubacki K & Bresciani S (2021) 'Versatile capabilities for growth in the context of transforming countries: Evidence from Polish manufacturing companies' Journal of Business Research 134, 156-170 , DOI
Siemieniako D, Kubacki K & Mitrega M (2021) 'Inter-organisational relationships for social impact: A systematic literature review' Journal of Business Research 132, 453-469 , DOI
Shawky S, Kubacki K, Dietrich T & Weaven S (2021) 'The multi-actor perspective of engagement on social media' International Journal of Market Research 64, (1) 19-37 , DOI
Schmidtke DJ, Kubacki K & Rundle-Thiele S (2021) 'A review of social marketing interventions in low- and middle-income countries (2010–2019)' Journal of Social Marketing 11, (3) 240-258 , DOI
Parker L, Kubacki K, Brennan L, Reid M & Szablewska N (2020) 'Guest editorial' Journal of Social Marketing 10, (4) 447-449 , DOI
Shawky S, Kubacki K, Dietrich T & Weaven S (2020) 'A dynamic framework for managing customer engagement on social media' Journal of Business Research 121, 567-577 , DOI
Schmidtke D, Rundle-Thiele S, Kubacki K & Burns GL (2020) 'Co-designing social marketing programs with “bottom of the pyramid” citizens' International Journal of Market Research 63, (1) 86-105 , DOI
Durl J, Dietrich T & Kubacki K (2020) 'Effectiveness of a brief versus a comprehensive social marketing program' Journal of Social Marketing 10, (3) 377-394 , DOI
Kubacki K, Siemieniako D & Brennan L (2020) 'Building positive resilience through vulnerability analysis' Journal of Social Marketing 10, (4) 471-488 , DOI
Kubacki K, Szablewska N & Kennedy A-M (2019) 'Guest editorial' Journal of Social Marketing 9, (4) 485-489 , DOI
Badejo FA, Rundle-Thiele S & Kubacki K (2019) 'Taking a wider view' Journal of Social Marketing 9, (4) 467-484 , DOI
Dietrich T, Rundle-Thiele S, Kubacki K, Durl J, Gullo MJ, Arli D & Connor JP (2019) 'Virtual reality in social marketing: a process evaluation' Marketing Intelligence & Planning 37, (7) 806-820 , DOI
Shawky S, Kubacki K, Dietrich T & Weaven S (2019) 'Using social media to create engagement: a social marketing review' Journal of Social Marketing 9, (2) 204-224 , DOI
Kadir MA, Kubacki K & Rundle-Thiele S (2019) 'Perceived benefits and barriers of walking among overweight and obese adults' Health Marketing Quarterly 36, (1) 54-70 , DOI
Szablewska N & Kubacki K (2018) 'Anti-Human Trafficking Campaigns' Social Marketing Quarterly 24, (2) 104-122 , DOI
Kubacki K, Hurley E & Rundle-Thiele SR (2017) 'A systematic review of sports sponsorship for public health and social marketing' Journal of Social Marketing 8, (1) 24-39 , DOI
Pang B, Rundle-Thiele S & Kubacki K (2017) 'Can the theory of planned behaviour explain walking to and from school among Australian children? A social marketing formative research study' International Journal of Nonprofit and Voluntary Sector Marketing 23, (2) e1599-e1599 , DOI
Pang B, Rundle-Thiele SR & Kubacki K (2017) 'An empirical examination of the ecological and cognitive active commuting framework' Health Education 117, (6) 581-598 , DOI
Kubacki K & Szablewska N (2017) 'Social marketing targeting Indigenous peoples: a systematic review' Health Promotion International 34, (1) 175-176 , DOI
Kubacki K & Szablewska N (2017) 'Social marketing targeting Indigenous peoples: a systematic review' Health Promotion International 34, (1) 133-143 , DOI
Pang B, Kubacki K & Rundle-Thiele S (2017) 'Promoting active travel to school: a systematic review (2010–2016)' BMC Public Health 17, (1) , DOI
McArthur E, Kubacki K, Pang B & Alcaraz C (2017) 'The Employers’ View of “Work-Ready” Graduates: A Study of Advertisements for Marketing Jobs in Australia' Journal of Marketing Education 39, (2) 82-93 , DOI
Arli D, Kubacki K, Tjiptono F & Morenodiez S (2017) 'Religiousness and digital piracy among young consumers in an emerging market' Young Consumers 18, (1) 40-53 , DOI
Szablewska N & Kubacki K (2017) 'A Human Rights-Based Approach to the Social Good in Social Marketing' Journal of Business Ethics 155, (3) 871-888 , DOI
Kubacki K, Ronto R, Lahtinen V, Pang B & Rundle-Thiele S (2017) 'Social marketing interventions aiming to increase physical activity among adults' Health Education 117, (1) 69-89 , DOI
Schuster L, Kubacki K & Rundle-Thiele S (2016) 'Understanding caregivers’ intentions for their child to walk to school: Further application of the theory of planned behavior' Health Marketing Quarterly 33, (4) 307-320 , DOI
Kitunen A, Rundle-Thiele S, Kubacki K & Dietrich T (2016) 'Generating consumer insights into physical activity patterns for three different segments' Journal of Strategic Marketing 26, (2) 188-202 , DOI
Arli D, Pekerti A, Kubacki K & Rundle-Thiele S (2016) 'Exploring the impact of self-construal and cultural intelligence on alcohol consumption: implications for social marketing' International Journal of Nonprofit and Voluntary Sector Marketing 21, (4) 269-285 , DOI
Schuster L, Kubacki K & Rundle-Thiele S (2016) 'Community-based social marketing: effects on social norms' Journal of Social Marketing 6, (2) 193-210 , DOI
Rundle-Thiele S, Kubacki K & Gruneklee N (2016) 'Perceived benefits and barriers of physical activity: A social marketing formative study' Health Marketing Quarterly 33, (2) 181-194 , DOI
Buyucek N, Kubacki K, Rundle-Thiele S & Pang B (2016) 'A Systematic Review of Stakeholder Involvement in Social Marketing Interventions' Australasian Marketing Journal 24, (1) 8-19 , DOI
Gruneklee N, Rundle-Thiele S & Kubacki K (2016) 'What can social marketing learn from Dirichlet theory patterns in a physical activity context?' Marketing Intelligence & Planning 34, (1) 41-60 , DOI
Fujihira H, Kubacki K, Ronto R, Pang B & Rundle-Thiele S (2015) 'Social Marketing Physical Activity Interventions Among Adults 60 Years and Older' Social Marketing Quarterly 21, (4) 214-229 , DOI
Kubacki K, Rundle-Thiele S, Pang B & Buyucek N (2015) 'Minimizing alcohol harm: A systematic social marketing review (2000–2014)' Journal of Business Research 68, (10) 2214-2222 , DOI
Kubacki K, Rundle-Thiele S, Lahtinen V & Parkinson J (2015) 'A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014)' Young Consumers 16, (2) 141-158 , DOI
Schuster L, Kubacki K & Rundle-Thiele S (2015) 'A theoretical approach to segmenting children’s walking behaviour' Young Consumers 16, (2) 159-171 , DOI
Zharekhina L & Kubacki K (2015) 'What messages does social marketing advertising send? A content analysis of advertisements aiming to minimise harm from alcohol consumption' International Journal of Nonprofit and Voluntary Sector Marketing 20, (4) 285-298 , DOI
Rundle-Thiele S, Kubacki K, Tkaczynski A & Parkinson J (2015) 'Using two-step cluster analysis to identify homogeneous physical activity groups' Marketing Intelligence & Planning 33, (4) 522-537 , DOI
Arli D, Kubacki K, Rundle-Thiele S, Pekerti AA & Tkaczynski A (2015) 'No pain, no gain: insights into changing individual volitional behaviour' International Journal of Nonprofit and Voluntary Sector Marketing 20, (2) 170-187 , DOI
Pang B & Kubacki K (2015) 'The four Es of social marketing: ethicality, expensiveness, exaggeration and effectiveness' Journal of Social Marketing 5, (1) 83-99 , DOI
Jones S & Kubacki K (2014) 'Branding places with social problems: A systematic review (2000–2013)' Place Branding and Public Diplomacy 10, (3) 218-229 , DOI
Siemieniako D & Kubacki K (2013) 'Female students' drinking seen through collages and diaries' Qualitative Market Research: An International Journal 16, (3) 296-314 , DOI
Kipnis E, Kubacki K, Broderick AJ, Siemieniako D & Pisarenko NL (2012) '‘They don't want us to become them’: Brand Local Integration and consumer ethnocentrism' Journal of Marketing Management 28, (7-8) 836-864 , DOI
Kubacki K & Siemieniako D (2011) 'Innovation in Social Marketing Research Methods: What Can Collages Add to a Multimethod Research Project Exploring Alcohol Consumption Among Young People?' Journal of Nonprofit & Public Sector Marketing 23, (4) 387-407 , DOI
Kubacki K & Croft R (2011) 'Markets, music and all that jazz' European Journal of Marketing 45, (5) 805-821 , DOI
Kubacki K, Siemieniako D & Rundle-Thiele S (2011) 'College binge drinking: a new approach' Journal of Consumer Marketing 28, (3) 225-233 , DOI
Siemieniako D, Kubacki K, Glinska E & Krot K (2011) 'National and regional ethnocentrism: a case study of beer consumers in Poland' British Food Journal 113, (3) 404-418 , DOI
Siemieniako D, Rundle-Thiele S & Kubacki K (2010) 'Exploring locality and college binge drinking: a Polish and Canadian perspective' Young Consumers 11, (4) 320-329 , DOI
Kubacki K, Siemieniako D & Skinner H (2009) 'Social aspects of alcohol consumption in Poland' Worldwide Hospitality and Tourism Themes 1, (2) 133-148 , DOI
Kubacki K (2008) 'Making music in transitional societies: a case study of Poland' Cultural Trends 17, (2) 115-127 , DOI
Kubacki K (2008) 'Jazz musicians: creating service experience in live performance' International Journal of Contemporary Hospitality Management 20, (4) 303-313 , DOI
Moss GA, Gunn RW & Kubacki K (2008) 'Gender and Web Design: The Implications of the Mirroring Principle for the Services Branding Model' Journal of Marketing Communications 14, (1) 37-57 , DOI
Skinner H, Kubacki K & Moss G (2008) 'International marketing in an enlarged European Union: Some insights into cultural heterogeneity in Central Europe' Journal of East European Management Studies 13, (3) 193-215 , DOI
Skinner H, Kubacki K, Parfitt S & Moss G (2008) 'Polish nightclubs and bars: Management insights into what customers really want' Journal of East European Management Studies 13, (2) 154-169 , DOI
Kubacki K, Skinner H, Parfitt S & Moss G (2007) 'Comparing nightclub customers’ preferences in existing and emerging markets' International Journal of Hospitality Management 26, (4) 957-973 , DOI
MOSS G, KUBACKI K, HERSH M & GUNN ROD (2007) 'Knowledge Management in Higher Education: a comparison of individualistic and collectivist cultures' European Journal of Education 42, (3) 377-394 , DOI
Moss G & Kubacki K (2007) 'Researchers in higher education: a neglected focus of study?' Journal of Further and Higher Education 31, (3) 297-310 , DOI
Moss GA, Gunn R & Kubacki K (2007) 'Successes and failures of the mirroring principle: the case of angling and beauty websites' International Journal of Consumer Studies 31, (3) 248-257 , DOI
Books

Kubacki, K, Parker, L, Domegan, C and Brennan, L (Eds)(2023) The Routledge Companion to Marketing and Society, Routledge

Brennan, L, Parker, K, Kubacki, K, Chorazy, E and Jackson, M (Eds)(2023) Beyond the Dark Arts: Emerging Issues in Social and Ethical Marketing and Communication, World Scientific Publishing

Kubacki, K and Dietrich, T (Eds)(2023) “Professional bodies and key resource centres” section, in: Fourali, Ch and French, J (Eds) The Palgrave Encyclopedia of Social Marketing, Palgrave

Knox, K, Kubacki, K and Rundle-Thiele, S (Eds)(2020) Stakeholder involvement in social marketing, Routledge

Kubacki, K and Rundle-Thiele, S (Eds)(2017) Formative research in social marketing, Springer

Dietrich, T, Rundle-Thiele, S and Kubacki, K (Eds)(2017) Segmentation in social marketing, Springer

O'Reilly, D, Larsen, G and Kubacki, K (2013) Music, markets and consumption, Goodfellow Publishers

Kubacki, K and Rundle-Thiele, S (Eds)(2013) Contemporary issues in social marketing, Cambridge Scholars Publishing

Kubacki K, Parker L, Domegan C & Brennan L (2022) The Routledge Companion to Marketing and Society. Routledge , DOI
Kubacki K, Parker L, Domegan C & Brennan L (2022) The social impact of the relationship between marketing and society. Routledge , DOI
(2017) Formative Research in Social Marketing. Springer Singapore , DOI
(2017) Segmentation in Social Marketing. Springer Singapore , DOI
Chapters

Kubacki, K, Parker, L, Domegan, C and Brennan, L (2023) “The social impact of the relationship between marketing and society: an introduction”, in: Kubacki, K, Parker, L, Domegan, C and Brennan, L (Eds)(2023) The Routledge Companion to Marketing and Society, Routledge

Kubacki, K, Szablewska, N, Siemieniako, D and Brennan, L (2023) “Vulnerable communities and behaviour change: a case of modern slavery in supply chains “, in: Brennan, L, Parker, K, Kubacki, K, Chorazy, E and Jackson, M (Eds)(2023) Beyond the Dark Arts: Emerging Issues in Social and Ethical Marketing and Communication, World Scientific Publishing

Kubacki, K, Knox, K and Rundle-Thiele, S (2020) “The growing importance of stakeholder involvement in social marketing”, in: Knox, K, Kubacki, K and Rundle-Thiele, S (Eds) Stakeholder involvement in social marketing, Routledge

Kubacki, K, Szablewska, N and Siemieniako, D (2020) “Ethical tensions in working with stakeholders”, in: Knox, K, Kubacki, K and Rundle-Thiele, S (Eds) Stakeholder involvement in social marketing, Routledge

Kubacki, K and Szablewska, N (2020) “Ethics of social marketing, non-profit/charity marketing”, in: Eagle, L, Dahl, S, De Pelsmacker, P and Taylor, R (Eds) SAGE Handbook of marketing ethics, SAGE

Szablewska, N, Kubacki, K and Kamin, T (2020) “Social causes, consumer activism and human rights”, in: Eagle, L, Dahl, S, De Pelsmacker, P and Taylor, R (Eds) SAGE Handbook of marketing ethics, SAGE

Szablewska, N and Kubacki, K (2020) “Social engineering and social marketing”, in: Kennedy, AM (Ed) Macro-social marketing insights, Routledge

Kubacki, K and Rundle-Thiele, S (2017) “Expanding the formative research toolkit”, in: Kubacki, K and Rundle-Thiele, S (Eds) Formative research in social marketing, Springer

Kubacki, K and Siemieniako, D (2017) „Projective techniques”, in: Kubacki, K and Rundle-Thiele, S (Eds) Formative research in social marketing, Springer

Rundle-Thiele, S, Dietrich, T and Kubacki,K (2017) “Segmentation in social marketing: Why we should do it more often that we currently do”, in: Dietrich, T, Rundle-Thiele and Kubacki, K (Eds) Segmentation in social marketing, Springer

Kubacki, K, Rundle-Thiele, S, Pang, B, Carins, J, Parkinson, J, Fujihira, H and Ronto, R (2017) “Segmentation in social marketing: an umbrella review”, in: Dietrich, T, Rundle-Thiele and Kubacki, K (Eds) Segmentation in social marketing, Springer

Rundle-Thiele, S, Dietrich, T and Kubacki,K (2017) “Why we need segmentation when designing social marketing programs”, in: Dietrich, T, Rundle-Thiele and Kubacki, K (Eds) Segmentation in social marketing, Springer

Kubacki, K, Rundle-Thiele, S, Schuster, L, Wessels, C and Gruneklee, N (2015) “Digital innovation in social marketing: a systematic literature of interventions using digital channels for engagement”, in: Wymer, W (Ed) Innovations in social marketing and public health communication: improving the quality of life for individuals and communities, Springer

O'Reilly, D, Larsen, G and Kubacki, K (2014) “Marketing live music”, in: Burland, K and Pitts, S (Eds) Coughing and clapping: investigating audience experience, Ashgate/SEMPRE

Rundle Thiele, S, Kubacki, K, Leo, Ch, Arli, D, Carins, J, Dietrich, T, Palmer, J and Szablewska, N (2013) “Social marketing: Current issues – future challenges”, in: Kubacki, K and Rundle-Thiele, S (Eds) Contemporary issues in social marketing, Cambridge Scholars Publishing

Moss, G, Kubacki, K, Hersh, M and Gunn, R (2010) “Knowledge management: the benefits of collectivism”, in Moss, G. (Ed) Profiting from Diversity, Palgrave Macmillan

Skinner, H, and Kubacki, K (2010) “Eastward enlargement, cultural and national identity, and diversity in the European Union”, in Moss, G. (Ed) Profiting from Diversity, Palgrave Macmillan

Kubacki, K and O’Reilly, D (2009) “Arts marketing”, in Maclaran, P. and Parsons, E. (Eds) Contemporary issues in marketing and consumer behaviour, Elsevier

Szablewska N & Kubacki K (2019) 'Social engineering and social marketing' Macro-Social Marketing Insights: Systems Thinking for Wicked Problems 215-234
Hastings G & Domegan C (2017) 'Social Marketing' Routledge , DOI
Rundle-Thiele S, Siemieniako D, Kubacki K & Deshpande S (2017) 'Benchmarking Alcohol Literacy: A Multi-Country Study' The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World Springer International Publishing 882-882 , DOI
Kubacki K, Rundle-Thiele S, Pang B, Carins J, Parkinson J, Fujihira H & Ronto R (2016) 'An Umbrella Review of the Use of Segmentation in Social Marketing Interventions' Segmentation in Social Marketing Springer Singapore 9-23 , DOI
Kubacki K, Dietrich T & Rundle-Thiele S (2016) 'Segmentation in Social Marketing: Why We Should Do It More Often that We Currently Do' Segmentation in Social Marketing Springer Singapore 1-6 , DOI
Rundle-Thiele S, Dietrich T & Kubacki K (2016) 'Why We Need Segmentation When Designing Social Marketing Programs' Segmentation in Social Marketing Springer Singapore 197-214 , DOI
Kubacki K & Rundle-Thiele S (2016) 'Expanding the Formative Research Toolkit' Formative Research in Social Marketing Springer Singapore 1-9 , DOI
Kubacki K & Siemieniako D (2016) 'Projective Techniques' Formative Research in Social Marketing Springer Singapore 165-181 , DOI
O’Reilly D, Larsen G & Kubacki K (2016) 'Marketing live music' Coughing and Clapping: Investigating Audience Experience 7-19 , DOI
Badejo A, Rundle-Thiele S & Kubacki K (2016) 'What is the Lived Experience of Trafficked Persons in Nigeria?' Rediscovering the Essentiality of Marketing Springer International Publishing 415-415 , DOI
Kubacki K & Siemieniako D (2015) 'The Exploratory Study of Drinking Motives Among Polish Female Undergraduate Students' Developments in Marketing Science: Proceedings of the Academy of Marketing Science Springer International Publishing 727-727 , DOI
Siemieniako D & Kubacki K (2014) 'Sex and the University: The Exploratory Study of Students’ Perception of the Relationship Between Alcohol Consumption and Sex' Developments in Marketing Science: Proceedings of the Academy of Marketing Science Springer International Publishing 373-373 , DOI
(2010) 'Profiting from Diversity' Palgrave Macmillan UK , DOI
Moss G, Kubacki K, Hersh M & Gunn R (2009) 'Knowledge management and the positive impact of a collectivist culture' Profiting from Diversity: The Business Advantages and the Obstacles to Achieving Diversity 59-74 , DOI
Parsons E & Maclaran P (2009) 'Contemporary Issues in Marketing and Consumer Behaviour' Routledge , DOI
Scholarly Editions

Special issues

Mitręga, M, Siemieniako, D, Kubacki, K and Mouzas, S (2021) “Managing business relationships for social impact”, Journal of Business Research, special issue, 148

Parker, L, Kubacki, K, Brennan, L, Reid, M and Szablewska, N (2020) “Social transformations and vulnerable populations”, Journal of Social Marketing, special issue, 10(3)

Kubacki, K, Szablewska, N and Kennedy, AM (2019) “Social good and ethics in social marketing for wicked problems”, Journal of Social Marketing, special issue, 9(4)

Kubacki, K, Siemieniako, D and Blythe, J (2011) “New perspectives on customer behaviour in Poland”, Journal of Customer Behaviour, special issue, 10(3)

Editorials

Mitręga, M, Siemieniako, D, Kubacki, K and Mouzas, S (2022) “Managing business relationships for social impact: an introduction to the special issue”, Journal of Business Research, 148, pp.405-409

Parker, L, Kubacki, K, Brennan, L, Reid, M and Szablewska, N (2020) “Social transformations and vulnerable populations. Guest editorial”, Journal of Social Marketing, 10(3), pp.447-449

Kubacki, K, Szablewska, N and Kennedy, AM (2019) “Social good and ethics in social marketing for wicked problems – guest editorial”, Journal of Social Marketing, 9(4), pp.485-489

Kubacki, K, Siemieniako, D and Blythe, J (2011) “Editorial”, Journal of Customer Behaviour, 10(3), pp.95-98

Other Publications

Conference proceedings

Rundle-Thiele, S, Kubacki, K and Arli, D (2014) Proceedings of the Annual ANZMAC Conference, Griffith University, 1-3 December 2014, http://pandora.nla.gov.au/pan/25410/20150310-0747/2014%20proceedings.compressed.pdf

Kubacki, K (2013) Proceedings of the 2013 Academy of Marketing Science Annual Conference, Monterey, 15-18 May 2013, Springer

Kubacki, K and Rundle-Thiele, S (2012) Proceedings of the 2012 International Social Marketing Conference, Griffith University, 27-29 June 2012, https://www.ismconference.com.au/Past_Conferences/491