Dr Nadina Luca
Senior Lecturer in Marketing

Profile

Biography

I joined the School for Business and Society as a lecturer in Marketing in October 2015.

I hold a PhD in Business and Management awarded by the Nottingham University Business School and an MSc in Public Communication from University of Lugano, Switzerland. My core expertise is in social marketing and I have a long-standing interest in approaches that facilitate wellbeing and social change. I am particularly interested in multi-level social marketing and community-based models for health and wellbeing.

I am a Fellow of the UK Higher Education Academy (HEA), a founder member and the Chair of the Board of the European Social Marketing Association (ESMA) and a member of the International Social Marketing Association (iSMA).

Departmental roles

Athena Swan Lead

Departmental Ethics Committee (ELMPS) member representative for Management

Research

Overview

My research is interdisciplinary, drawing upon social marketing, public health, sociology, transformative consumer research and service scholarship. I am particularly interested in approaches to social and behaviour change that understand and address structural factors and inequality with a focus on community health, wellbeing and sustainability. I specialise in participatory action research methods and I collaborate with community groups and organisations, charities, Public Health authorities and NHS services.

I welcome collaborations and supervision of PhD research projects related to any of the topics below.

Research interests

• Social marketing, health behaviour change, inequality
• Community health and wellbeing
• Value creation, stakeholder engagement, ecological models of change and systems thinking
• Transformative consumer and service research
• Food insecurity and food wellbeing
• Family caregiver wellbeing
• Vulnerable consumers
• Sustainability, ethics, critical marketing and implications for public policy

Publications

Selected publications

• Luca, N. R., Smith, M. & Hibbert, S. A (2022) “A community-based participatory research approach to understanding social eating for food well-being” [version 2]. Emerald Open Res 2022, Vol. 3, No. 11, https://doi.org/10.35241/emeraldopenres.14066.2
• Luca N.R. (2021) “Overview of Stakeholder Involvement in Social Marketing”. In: Fourali C., French J. (eds) The Palgrave Encyclopedia of Social Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-14449-4_99-1 (book chapter)
• Boenigk, S., Fisk, R., Kabaday, S., Alkire, L., Cheung, L., Corus, C., Finsterwalder, J., Kreimer, A., Luca, N. R., Omeira, M., Paul, P., Santos, M. & Smidt, N., (2021) “Rethinking Service Systems and Public Policy: A Transformative Refugee Service Experience Framework”, Journal of Public Policy and Marketing, Vol. 40, No. 2, pp. 165-183.
• Luca, N.R., Hibbert, S. & McDonald, R. (2019) Understanding behaviour change in context: examining the role of midstream social marketing programmes, Sociology of Health & Illness, 41 (7), 1373–1395.
• Gallan, A., McColl-Kennedy, J., Barakshina, T., Figuerido, B., Go Jefferies, Gollnhoffer, J., Hibbert, S., Luca, N.R., Roy, S., Spanjol, J. & Winklhofer, H. (2019) “Transforming community wellbeing through patients’ lived experiences”, Journal of Business Research, 100, 376-391.
• Luca, N.R. (2019) Linking research and teaching: research-led teaching, interpretations and evidence, York Scholarship of Teaching and Learning Journal, 3, 71-85.
• Luca, N.R., Hibbert, S. & McDonald, R. (2016) “Midstream value creation in social marketing”, Journal of Marketing Management, 32 (11-12), 1145-1173.
• Luca, N.R., Hibbert, S. & McDonald, R. (2016) “Towards a service-dominant approach to social marketing”, Marketing Theory, 16 (2), 194-218.
• Luca, N.R. & Suggs, L.S. (2013) “Theory and model use in social marketing health interventions”, Journal of Health Communication: International Perspectives, 18 (1), 20-40.
• Luca, N.R. & Suggs, L.S. (2010) “Strategies for the social marketing mix: A systematic review”, Social Marketing Quarterly, 16 (4), 122-149.
• Luca, N.R. (2015) “Community food initiatives: tackling surplus and food insecurity”, a review undertaken for Building Enterprise, a University and community partnership project, University of Nottingham.

Conferences

• Luca, N., Anker, T., Kapetanaki, A., Spotswood, F., Birau, M., Cal, B., Corus, C., Gallage, S., Willmott, T. and Zúñiga, M.A (2023) “Consumer Empowerment and External Influence: Implications for Transformative Consumer Research and Social Marketing”, at the Transformative Consumer Research Conference, 18-21 June, 2023, Royal Holloway, University of London, UK.
• Hibbert, S., Downey, H., Go Jefferies, J., Kelleher, C., Penaloza, L., Luca, N., Ozanne, L., Jenhaug, L. (2022) 'Understanding family caregiver wellbeing within an ecology of care', at 13th SERVSIG Conference, 16-18 June, Strathclyde University, Glasgow, UK.
• Kelleher, C., Go Jefferies, J., Penaloza, L., Luca, N., Ozanne, L., Downey, H., Jenhaug, L., Hibbert, S. (2022) “WELLBECARE: A framework for caregiver well-being”, at QUIS17, 12-15 January, Valencia, Spain.
• Kelleher, C., Go Jefferies, J., Penaloza, L., Luca, N., Ozanne, L., Downey, H., Jenhaug, L., Hibbert, S (2021) 'WELLBECARE: Taking Care of Caregiver Well-being' at ANZMAC, 29 November - 1 December, Australia.
• Kelleher, C., Go Jefferies, J., Peñaloza, L., Downey, H., Hibbert, S., Jenhaug, L., Luca, N., Ozanne, L. (2021) “Family Caregiving and Caregiver Wellbeing: Opportunities and Challenges” at the Transformative Consumer Research Conference, 28-29 June, University of Virginia, US.
• Alkire, L., Boenigk, S., Cheung, L., Corus, C., Fisk, R., Finsterwalder, J., Kabadayi, S., Kreimer, A., Luca, N.R., Omeira, M., Pallab, P., Santos, M., Smidt, N. (2019) “Refugee crisis. Transforming the refugee experience”, at the Transformative Consumer Research Conference (TCR), 19-21 May, Florida State University, Tallahassee, US.
• Luca, N.R. & Smith, M. (2019) “Home-cooking in public spaces: mapping ‘social eating’ as an alternative form of homemade meal provision”, at the Cook and Health Conference, 17-18 October 2019, Lisbon, Portugal.
• Luca, N.R., Hibbert, S., Smith, M., McDonald, R., & Doherty, B., (2019) “Community projects using surplus food for wellbeing”, at Future of Food Symposium, 20 June 2019, Nottingham University Business School, Nottingham, UK.
• Luca, N.R. (2018) “From hunger to wellbeing: Exploring the role of community-based food projects”, at ISA XIX World Sociology Congress, 15-21 July, Toronto, Canada.
• Luca, N.R. (2018) “Understanding behaviour change in context. The role of sociology in social marketing health programmes”, at ISA XIX World Sociology Congress, 15-21 July, Toronto, Canada.
• Luca, N.R., Doherty, B., Hibbert, S., McDonald, R. & Smith, M. (2018) “From health to wellbeing: exploring the role of community-based food projects using surplus foods”, at Pat Murphy International Symposium on Marketing Ethics and Corporate Social Responsibility, 22-24 April, Nottingham Trent University, Nottingham, UK.
• Luca, N.R. (2017) “Motivation of engagement in co-created social marketing programmes”, invited speaker at the UK Social Marketing Conference, 14 September, Queen Mary University, London, UK.
• Gallan, A., McColl-Kennedy, J., Barakshina, T., Figuerido, B., Go Jefferies, Gollnhoffer, J., Hibbert, S., Luca, N.R., Roy, S., Spanjol, J. & Winklhofer, H. (2017) “Transforming community well-being through patients’ lived experiences”, at the Transformative Consumer Research Conference (TCR), 18-20 June, Cornell University, US.
• Luca, N.R. (2017) “Co-creation in a social marking programme. A service systems perspective”, the World Social Marketing Conference, 15-17 May, Washington, US.
• Luca, N.R. Hibbert, S. & McDonald, R. (2016) “Exploring value creation in midstream social marketing. A smokefree case”, 3rd European Social Marketing Conference, 22-23 September, Espoo, Finland.
• Luca, N.R. (2016) “Unpacking co-creation in a smokefree programme. A service perspective”, AMA Marketing and Public Policy Conference, 23-25 June, San Luis Obispo, US.
• Luca, N.R. (2015) “Midstream social marketing. A service perspective on co-creation in health programmes”, Centre for Health, Innovation and Leadership and Learning (CHILL) Annual Symposium, 19th October, Nottingham University Business School, Nottingham, UK.
• Luca, N.R., Hibbert, S. & McDonald R. (2014) “A collaborative approach to value creation in social marketing”, 2nd European Social Marketing Conference, 25-26 September, Rotterdam, Netherlands.
• Luca, N.R., Hibbert, S. & McDonald R. (2014) “From information to interaction. A collaborative approach to health improvement programmes”, ISA XVIII World Sociology Congress, 13-19 July, Yokohama, Japan.
• Luca, N.R., Hibbert, S. & McDonald R. (2014) “Applying SDL to social change”, AMA Marketing and Public Policy Conference, 5-7 June, Boston, US.
• Luca, N.R., Hibbert, S. & McDonald R. (2013) “Towards a co-creation perspective in social marketing”, World Social Marketing Conference, 21-23 April, Toronto, Canada.
• Luca, N.R. (2012) “Examining engagement in social marketing”, UK Social Marketing Conference, 14 November 2012, London, UK.
• Luca, N.R. & Suggs, L.S. (2012) “Theory and model use in social marketing health interventions”, European Social Marketing Conference, 27-28 November, Lisbon, Portugal.
• Luca, N.R. & Suggs, L.S. (2010) “Strategies for developing the social marketing mix”, The 20th IUHPE World Conference on Health Promotion, 11-15 July, Geneva, Switzerland.

Teaching

Undergraduate

My teaching is underpinned by the belief that there is significant value in achieving a complementary relationship between research and teaching, in particular in integrating new updated knowledge to make modules and programmes more relevant and supporting skills such as critical thinking, reflection, inquiry and problem solving. My teaching is well aligned with my research expertise and interests.

Module leader for Sustainable and Ethical Marketing (MAN00020I) on the BSc in Marketing

Postgraduate

Module leader for Ethical Marketing and Sustainability (MAN00067M) on the MSc Global Marketing.