If you made any changes in Pure these will be visible here soon.

Personal profile

Research interests

Research Interests: Branding, Consumer Behaviour, Behaviour Science, Algorithms/Platforms. Interested in consumer habits and a sustainable future.




Forthcoming Book:

‘Strategic Marketing for People, Planet and Profit’ - Riad Shams, David Brown, Anders Wappling, Kimberley Hardcastle – In preparation. Publisher: Springer (June 2023).


Conference Papers:


Hardcastle, K., & Vorster, L., (2023) ‘Is AI Killing Branding? Understanding Consumers Perceptions Of AI Influence On Brand Decision Making’. Academy of Marketing Science 48th Annual Conference. New Orleans, Louisiana, USA.

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.

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.

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.


Journal Articles:


Hardcastle, K., Edirisingha, P., & Cook, P. (2022). Identifying sources of noise within the networked interplay of marketing messages in social media communication. International Journal of Internet Marketing and Advertising.

Hardcastle, K., Cook, P., & Sutherland, M. (2019). Improving Student Transition and Retention; a Netnographic Insight into Information Exchange and Conversation Topics for Pre-arrival Students. Journal of Perspectives in Applied Academic Practice, 7(1), 47-56.



Kimberley is an Assistant Professor in Marketing at Newcastle Business School (AACSB), Northumbria University, leading one of the largest Marketing degree programmes in the North East. Kimberley is a commercially focused academic specialising in brand strategy. Prior to entering academia, Kimberley has worked in various marketing and business management roles in the F & B sector. She has a PhD in Marketing and is a researcher, speaker and mentor in branding, consumer behaviour, algorithms & platforms. In particular, she is keen to understand how marketers can use successfully proven influential buyer strategies from behaviour science to nudge consumers to create good habits. Her work has been published at several international conferences and in peer reviewed journals. Whilst working at the Newcastle Business School (AACSB), Kimberley has worked with academics and practitioners from several different fields. Kimberley directly supports and trains SMEs through European Regional Development Funding. As part of her departmental roles, Kimberley is Programme Leader for BA (Hons) Business and Marketing and leads on the Branding module on the MSc Marketing Programme. Kimberley is an external examiner at Bournemouth University for Programmes MSc Marketing Management & MSc Marketing and User Experience.  Kimberley is also a reviewer for the Journal of Research in Interactive Marketing, Journal of Consumer Behaviour and the Academy of Marketing Science. Kimberley has been awarded Fellowship of the Higher Education Academy. Kimberley is also on the judging panel for the prestigious North East Marketing Awards.

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):

  • SDG 3 - Good Health and Well-being
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification


Education, PGCE

Marketing, PhD


Dive into the research topics where Kimberley Hardcastle is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
  • 1 Similar Profiles