Academic staff
Dr Barbara Czarnecka
czarnecb@lsbu.ac.uk
Marketing, Tourism, Events and Hospitality
https://orcid.org/0000-0002-8314-1727 (unauthenticated)
5546
total views of outputs6863
total downloads of outputs27
views of outputs this month47
downloads of outputs this month
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 Oleksandra Stepanets | Doctoral Research Project | PhD |
| Ms Nashwa Nader Saadeldin Mohamed Sadek | Measuring the impact of CSR versus non-CSR communication on FMCG consumers in Egypt: Theory of Reasoned Action and the role of message-consumer congruence. | PhD |
| Ms Marie Yolande Djedje | Exploring Normalization of Deviance and Examining Factors that Predict Negative Patient Safety Outcomes in the Ivory Coast Public Hospitals | PhD |
| Mr Joel Eldad Annoh Frimpong | Significant yet anonymous: a study on older consumers’ portrayal as models in UK print advertisements | PhD |
| Mr Nasrat Ullah Shinwari | Doctoral Research Project | PhD |
| Mr Raphael Yaw Wiafe | Doctoral Research Project | PhD |
| Mr Ademola Olukayode Ajeyomi | Antecedents of Multicultural Identity: The Role of Stereotypes and Need for Cognitive Closure | PhD |
| Mr Andreas Scheel | Social Media as Innovation Laboratory - Competitive Advantages of the Open, Networked Enterprise | PhD |
| Ms Laurel Michele Walzak | Doctoral Research Project | PhD |
| Funder | Year won | Project | Role |
|---|---|---|---|
| Lambeth Council | 2024 | One Lambeth Organisational Skills Framework | Co-Investigator |
| Southwark Council | 2024 | Thriving High Street Fund - Camberwell Identity Group | Principal Investigator |
| Naked House | 2023 | LSBU Expression of Interest for Naked House Project | Principal Investigator |
| Department of Culture Media and Sport | 2020 | Cyber security academic startup accelerator programme year 4 | Co-Investigator |
| Proposal | Project | Role | Funder | Status | Status last updated |
|---|---|---|---|---|---|
| Thriving High Street Fund - Camberwell Identity Group | Thriving High Street Fund - Camberwell Identity Group | Principal Investigator | Southwark Council | OPEN Approved for submission | Aug 2024 |
Education for Sustainability in UK Universities
Czarnecka, B., Baxter, K. and O'Rourke, Grace (2023). Education for Sustainability in UK Universities . LSBU. https://doi.org/10.18744/lsbu.97q1v
Motherhood influencers in the UK
Czarnecka, B. and Baxter, K. (2023). Motherhood influencers in the UK. London South Bank University. https://doi.org/10.18744/lsbu.95xy3
Edible High Town: Assessing the value of urban community gardens.
Czarnecka, B. and Deppe, K. (2023). Edible High Town: Assessing the value of urban community gardens. London London South Bank University.
Masculine men do not like feminine wording: the effectiveness of gendered wording in health promotion leaflets in the UK
Baxter, K., Czarnecka, B., Schivinski, B. and Massaro, M. (2022). Masculine men do not like feminine wording: the effectiveness of gendered wording in health promotion leaflets in the UK. PLoS ONE. 17 (10), p. e0273927. https://doi.org/10.1371/journal.pone.0273927
Communicating with culturally diverse and economically deprived communities to encourage adoption of environmentally friendly behaviours- the effectiveness of local versus global message framing and shocking images.
Czarnecka, B. and Baxter, K. (2022). Communicating with culturally diverse and economically deprived communities to encourage adoption of environmentally friendly behaviours- the effectiveness of local versus global message framing and shocking images. The International Congress on Public and Nonprofit Marketing. Braga, Portugal 07 - 08 Jul 2022
The effectiveness of gendered wording in health promotion leaflet - exploratory experiment in four English-speaking countries: the UK, USA, Ireland and Canada.
Czarnecka, B., Baxter, Katherine, Basil, Debra, Guzman, Francisco and O'Neil, Claire (2022). The effectiveness of gendered wording in health promotion leaflet - exploratory experiment in four English-speaking countries: the UK, USA, Ireland and Canada. The International Congress on Public and Nonprofit Marketing. Braga, Portugal 07 - 08 Jul 2022
Antecedents of Multicultural Identity: The Role of Stereotypes and Need for Cognitive Closure
Ajeyomi, A., Moser, K. and Czarnecka, B. (2022). Antecedents of Multicultural Identity: The Role of Stereotypes and Need for Cognitive Closure. 2022 Annual Academy of Management. Academy of Management. https://doi.org/10.5465/AMBPP.2022.13955abstract
Gendered wording in UK health promotion Study 3
Czarnecka, B. (2019). Gendered wording in UK health promotion Study 3.
Gendered wording and endorsers gender in UK
Czarnecka, B. (2019). Gendered wording and endorsers gender in UK .
Gendered wording in Uk health communication semi-structured interviews
Czarnecka, B. (2018). Gendered wording in Uk health communication semi-structured interviews .
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.
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