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
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
JournalsKamin, 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
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 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
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
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