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HomeAcademic staffDr Barbara Czarnecka
Dr Barbara Czarnecka

Dr Barbara Czarnecka

czarnecb@lsbu.ac.uk

Management, Marketing and People

https://orcid.org/0000-0002-8314-1727 (unauthenticated)

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I am an Associate Professor of Marketing at London South Bank University’s Business School. My research interests focus on the following areas: How to influence people to change their behaviour, and, communication and marketing communications.

I am the co-author of two textbooks: Marketing Communications (2014, 2021) published by Routledge, and International Marketing (2018) published by Sage. I also blog about my research on www.barbaraczarnecka.com.

Postgraduate Research Supervision
Current
Ms Nashwa Nader Saadeldin Mohamed SadekDoctoral Research ProjectPhD
Mr Joel Eldad Annoh FrimpongSignificant yet anonymous: a study on older consumers’ portrayal as models in UK print advertisements PhD
Mr Ademola Olukayode AjeyomiDoctoral Research ProjectPhD
Mr John Kwaku TandohDoctoral Research ProjectPhD
Mr Stefan MullerThe correlation between values-based leadership and economic successDProf
FunderYear wonProjectRole
Department of Culture Media and Sport2020Cyber security academic startup accelerator programme year 4Co-Investigator

Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model
Schivinski, B., Czarnecka, B., Pontes, N, Mao, W, De Vita, J and Stavropoulos, V (2022). Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-05-2021-3468

Why do students dislike research methods modules and what to do about it?
Czarnecka, B. and Massaro, M. (2021). Why do students dislike research methods modules and what to do about it? in: Teaching marketing Edward Elgar Publishing.

Individualism/collectivism and perceived consumer effectiveness: The moderating role of global–local identities in a post‐transitional European economy
Czarnecka, B. and Schivinski, B. (2021). Individualism/collectivism and perceived consumer effectiveness: The moderating role of global–local identities in a post‐transitional European economy. Journal of Consumer Behaviour. 21 (2), pp. 180-196. https://doi.org/10.1002/cb.1988

Variation in the timing of Covid-19 communication across universities in the UK.
Quiroz Flores, A., Liza, Farhana, Quteineh, Husam and Czarnecka, B. (2021). Variation in the timing of Covid-19 communication across universities in the UK. PLoS ONE. 16 (2), p. e0246391. https://doi.org/10.1371/journal.pone.0246391

How values of individualism and collectivism influence impulsive buying and money budgeting: the mediating role of acculturation to global consumer culture
Czarnecka, B., Schivinski, Bruno and Keles, Serap (2020). How values of individualism and collectivism influence impulsive buying and money budgeting: the mediating role of acculturation to global consumer culture. Journal of Consumer Behaviour. 19 (5), pp. 505-522. https://doi.org/10.1002/cb.1833

How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers
Czarnecka, B. and Mogaji, E. (2019). How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers. International Journal of Bank Marketing. https://doi.org/10.1108/IJBM-07-2019-0249

Brands: culture, leadership and differentiation: testing the effectiveness of highly performance-oriented appeal in four European countries.
Czarnecka, B (2018). Brands: culture, leadership and differentiation: testing the effectiveness of highly performance-oriented appeal in four European countries. in: Foroudi, P and Palazzo, M (ed.) Contemporary issues in branding. Routledge.

Perceptions of healthy eating and meanings of food amongst Polish immigrants in Luton – a qualitative study
Czarnecka, B. (2019). Perceptions of healthy eating and meanings of food amongst Polish immigrants in Luton – a qualitative study. London London South Bank University.

European Destination managers’ ambivalence towards the use of shocking advertising
Evans, A I, Adamo, G E and Czarnecka, B (2019). European Destination managers’ ambivalence towards the use of shocking advertising. in: Bigne, E and Rosengren, S (ed.) EAA Advances in Advertising Research Springer.

Do consumers acculturated to global consumer culture buy more impulsively? The moderating role of attitudes towards, and beliefs about advertising
Czarnecka, B and Schivinski, B (2019). Do consumers acculturated to global consumer culture buy more impulsively? The moderating role of attitudes towards, and beliefs about advertising. Journal of Global Marketing. https://doi.org/10.1080/08911762.2019.1600094

What is an "ethnic group" in ordinary people’s eyes? Different ways of understanding it among American, British, Mexican, and Polish respondents
Hamer, K, McFarland, S, Czarnecka, B, Golińska, A, Manrique Cadena, L, Magdalena Łużniak-Piecha, M and Jułkowski, T (2018). What is an "ethnic group" in ordinary people’s eyes? Different ways of understanding it among American, British, Mexican, and Polish respondents. Cross-Cultural Research. https://doi.org/10.1177/1069397118816939

High Town Bag Research Report: A report examining the views of the residents in High Town about their local community
Czarnecka, B and Baxter, K (2018). High Town Bag Research Report: A report examining the views of the residents in High Town about their local community. London South Bank University. https://doi.org/10.18744/PUB.002661

The Effects of Acculturation to Global Consumer Culture on Impulsive Buying and Attitudes Towards Advertising in General
Czarnecka, B and Schivinski, B (2018). The Effects of Acculturation to Global Consumer Culture on Impulsive Buying and Attitudes Towards Advertising in General. in: Eisend, M (ed.) Advances in Advertising Research IX Springer. pp. 343

Emotional appeals in UK business-to-business financial services advertisements
Mogaji, E, Czarnecka, B and Danbury, A (2018). Emotional appeals in UK business-to-business financial services advertisements. International Journal of Bank Marketing. 36 (1), pp. 208-227. https://doi.org/10.1108/IJBM-09-2016-0127

Cultural Meaning, Advertising, and National Culture: A Four-Country Study
Czarnecka, B, Brennan, R and Keles, S (2017). Cultural Meaning, Advertising, and National Culture: A Four-Country Study. Journal of Global Marketing. 31 (1), pp. 4-17. https://doi.org/10.1080/08911762.2017.1376364

Global Consumer Culture Positioning: The Use of Global Consumer Culture Positioning Appeals Across Four European Countries
Czarnecka, B and Keles, S (2014). Global Consumer Culture Positioning: The Use of Global Consumer Culture Positioning Appeals Across Four European Countries. Journal of Euromarketing. 23 (3), pp. 59-67. https://doi.org/10.9768/0023.03.059