Dr Nadina Luca
Lecturer in Marketing

Profile

Biography

I joined the York Management School 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 well-being and social change. I am particularly interested in multi-level social marketing and community-based models for health and well-being.

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

Research

Overview

My research is interdisciplinary, drawing upon social marketing, 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, well-being and sustainability. I specialise in participatory action research methods and I collaborate with community groups and organisations, charities, Public Health authorities and NHS services on community health, smoking prevention and food well-being.

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 well-being
  • Value creation, actor engagement, ecological models of change and systems thinking
  • Transformative consumer and service research
  • Food insecurity, food well-being and vulnerable consumers
  • Sustainability, ethics, critical marketing and implications for public policy

Publications

Selected publications

  • 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 well-being 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.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 well-being”, at Future of Food Symposium, 20 June 2019, Nottingham University Business School, Nottingham, UK.
  • Luca, N.R. (2018) “From hunger to well-being: 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 well-being: 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.
  • Luca, N.R. (2017) “Transforming the Patient Experience” at the Transformative Consumer Research Conference, 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 Ethical Marketing (MAN00020I) on the BSc in Marketing

Postgraduate

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

Nadina Luca

The York Management School
University of York
Freboys Lane
Heslington
York YO10 5GD

Tel: +44 (0) 1904 325840
Email: nadina.luca@york.ac.uk
Room: LMB/240

Subject Group

People, Operations and Marketing

Feedback & Support hours

  • Wednesday, 15.30-16.30
  • Thursday, 11.30-12.30