Research output per year
Research output per year
Personal profile
Overview
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.
Research Interests
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.
Additional Responsibility
Deputy Director, London Centre for Business and Entrepreneurship Research
PGR Lead, Business School
Subjects Taught
Consumer Behaviour Culture and Consumer Behaviour Cross-cultural Consumer behaviour Marketing Communications
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
Fingerprint
Dive into the research topics where Barbara Czarnecka is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
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City Branding's Influence on Social Media Engagement: The Cool Factor
Schivinski, B., Leah, L., Alahmari, A. M., Nguyen, Q. P., Czarnecka, B. & Loureiro, S. M. C., 13 Oct 2025, In: Journal of Product & Brand Management.Research output: Contribution to journal › Article › peer-review
Open AccessFile -
Educating responsible business leaders: organizational hypocrisy in British universities’ commitment to environmental sustainability education
Czarnecka, B., Baxter, K. & O'Rourke, G., 25 Sept 2025, (E-pub ahead of print) In: Journal of Management Education. 37 p.Research output: Contribution to journal › Article › peer-review
Open AccessFile2 Downloads (Pure) -
Sharing images of children on social media: British motherhood influencers and the privacy paradox
Baxter, K. & Czarnecka, B., 15 Jan 2025, In: PLoS ONE. 20, 1, e0314472.Research output: Contribution to journal › Article › peer-review
Open AccessFile1 Citation (Scopus)2 Downloads (Pure) -
Edible High Town: Assessing the value of urban community gardens.
Czarnecka, B. & Deppe, K., 25 Apr 2023, London: London South Bank University.Research output: Book/Report › Project Report
File5 Downloads (Pure) -
The dilemma between omni-cultural versus mono-cultural branding in multicultural towns: is appealing to ‘all’ more effective than appealing to ‘one’- the role of visitor’s multicultural identity.
Ajeyomi, A. O., Czarnecka, B. & Moser, K., 7 Jul 2023, p. 11-12.Research output: Contribution to conference › Paper
Open AccessFile1 Downloads (Pure)
Datasets
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Education for Sustainability in UK Universities
Czarnecka, B. (Creator), Baxter, K. (Contributor) & O'Rourke, G. (Contributor), London South Bank University, 11 Jul 2024
DOI: 10.18744/lsbu.97q1v
Dataset
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Motherhood influencers in the UK
Czarnecka, B. (Creator) & Baxter, K. (Contributor), London South Bank University, 18 Dec 2023
DOI: 10.18744/lsbu.95xy3
Dataset
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Gendered wording in UK health promotion Study 3
Czarnecka, B. (Creator), London South Bank University, 26 May 2022
Dataset
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Gendered wording in Uk health communication semi-structured interviews
Czarnecka, B. (Creator), London South Bank University, 26 May 2022
Dataset
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Gendered wording and endorsers gender in UK
Czarnecka, B. (Creator), London South Bank University, 26 May 2022
Dataset