Professor Krzysztof Kubacki

profile image

Professor of Marketing and Society
Associate Dean Postgraduate


Physical Address:

WY Building Level 4
120 Mayoral Drive
Auckland 1010

Postal Address:

Marketing Department
Faculty of Business, Economics and Law
Auckland University of Technology
Auckland 1010
New Zealand


  • Doctor of Philosophy, Keele University, England
  • Master of Science in Marketing, University of Glamorgan, Wales
  • Postgraduate Certificate in Teaching and Learning in Higher Education, Keele University, England

Memberships and Affiliations:


After working as a musician for the Helena Modrzejewska Theatre and Wrocław Opera House in Poland, Krzysztof became a full-time academic in 2003. His previous academic appointments include University of Glamorgan, University of Wales in Aberystwyth, Keele University (all in the UK) and Griffith University (Australia). Krzysztof held visiting positions at the University of Lethbridge (Canada) and Białystok University of Technology (Poland). He was also Deputy Director of Social Marketing@Griffith (2014-2016), and HDR Director (2017-2018) at Griffith Business School. Recently, Krzysztof spent five years (2013–2018) working as VicHealth’s Social Marketing Research Practice Fellow. His research has been published in over 100 books, book chapters, journal articles, and industry and government reports.

Research Areas:

  • Social marketing
  • Behaviour change ethics
  • Marketing for social impact
  • Systematic reviews of evidence
  • Arts marketing
  • Interpretive research

Research Summary:

Krzysztof has published extensively in areas such as arts marketing, place branding, knowledge management in higher education and social marketing. His current research focuses on the identification, trial, evaluation and critique of behaviour change programmes. Working as VicHealth’s Social Marketing Research Practice Fellow, Krzysztof was involved in the development and evaluation of several marketing campaigns in areas such as active transport, physical activity, alcohol harm minimisation, healthy diet and gender equality. Krzysztof is also interested in the intersecting roles of ethics, power and vulnerability in behaviour change and social marketing systems.


Selected recent publications:

  1. 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
  2. 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
  3. 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
  4. Kubacki, K and Szablewska, N (2019) “Social marketing targeting indigenous peoples: a systematic review”, Health Promotion International, 34(1), pp. 133-143
  5. 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
  6. Szablewska, N and Kubacki, K (2018) “Anti-human trafficking campaigns: a systematic literature review”, Social Marketing Quarterly, 24 (2), pp. 104-122
  7. 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
  8. 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
  9. 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
  10. 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
  11. 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
  12. 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
  13. 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
  14. 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
  15. 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
  16. 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
  17. 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


  • 2019, Outstanding Reviewer, Arts and the Market
  • 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
  • 2004, Best Paper, Social Marketing track, Academy of Marketing Conference