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Personal profile

Research interests

Branding, Consumer Culture, Consumer Oriented Identity Projects, Marketing Communications & Persuasive Technologies










Research interests

  1. Hardcastle, K, (2018) ‘How much does the university sport brand impact students journey and identity construction in English higher education?’ 26th European Association of Sport Management Conference. Malmo, Sweden. 5th-8th of September 2018.


  1. Hardcastle, K., Cook, P., Sutherland, M., (2016) ‘The co-production of interpretive communities within the English higher education context, as defined by sport consumers’. 24th European Association of Sport Management Conference. Warsaw,Poland.


  1. Hardcastle, K., Sutherland, M., (2016) ‘Engaging the consumer: A Netnography of the student journey within the English HE sector’. 49th Academy of Marketing Conference. Northumbria University, Newcastle.


  1. Hardcastle, K., Cook, P., Sutherland, M., (2016). ‘A Netnographic Approach to the Co-Production of Interpretive Communities within the English Higher Education Context as Defined by Sport Consumers’. 49th Academy of Marketing Conference. Northumbria University, Newcastle.


Kimberley is a Senior Lecturer in Marketing, specifically Branding, with management and teaching experience in a range of roles in both higher education and practical business management. Kimberley has extensive industry experience in business management, specifically marketing, promotion and brand building. Kimberley has been in academia since 2011 and joined Northumbria University in 2014. Whilst working at the Newcastle Business School (AACSB), Kimberley has worked with academics and practitioners from a number of different fields. As part of her senior managerial roles, Kimberley is Programme Leader for Business with Marketing Management and leads on a Branding module on the MSc Marketing Programme. Other senior roles include Department Ethics Lead. Kimberley is also an external examiner at the University of Cumbria and a Journal reviewer for research in interactive marketing. Kimberley has a PhD in Marketing, and has been awarded Fellowship of the HEA. Her research interests include branding, consumer culture, consumer identity and marketing communication, specifcally the impact of persuasive technologies on brand strategy.

Education/Academic qualification


Education, PGCE

Marketing, PhD


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