Con Stavros

Professor Constantino (Con) Stavros

Deputy Dean, Learning & Teaching

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Contact details

COBL | School of Economics Finance & Marketing


Consumer Wellbeing Research Group


Emailcon.stavros@rmit.edu.au


Phone: +61 3 9925 5531


Campus: Melbourne City


Programs

More information

Profile photo of Con Stavros smiling towards the camera against an out of focus solid background

Contact details

COBLEconomics Finance & Marketing


Consumer Wellbeing Research Group


Emailcon.stavros@rmit.edu.au


Phone: +61 3 9925 5531


Campus: Melbourne City


Programs

More information

Constantino (Con) Stavros is Deputy Dean, Learning & Teaching, and a Professor of Marketing, in the School of Economics, Finance & Marketing. 

Overview

Professor Stavros’ leadership and innovation have been at the forefront of numerous major initiatives at RMIT, including the offering of marketing degrees with international partners and the introduction of online postgraduate study. An accomplished academic whose work adroitly connects theory to practice, Professor Stavros has received widespread recognition for his teaching, research and contributions to community and industry engagement. He is currently the Deputy Dean, Learning & Teaching in the School of Economics, Finance & Marketing, and was formerly the Head of Department for Marketing. 

He possesses a global understanding of contemporary marketing practice, particularly in the application of strategic concepts in communication and the development and function of marketing both through, and of, sport. His research interests lie predominantly at the intersection of consumption and technology, and he has published books, book chapters and journal articles across a range of fields. His work on a variety of topics from athlete transgressions to consumer engagement via social media have proven to be hallmarks of business development and understanding. He has been a Chief Investigator on many externally funded grants that have considered social impact and consumer behaviour, including with bodies such as VicHealth, the Foundation for Alcohol Research & Education (FARE), the Alcohol & Drug Foundation (ADF), and the Australian Securities & Investments Commission (ASIC). Professor Stavros was Editor-in-Chief of the international journal Sport, Business & Management between 2015 and 2020. 

As one of Australia’s foremost commentators on marketing matters he features in the media on a regular basis. In 2017 he was an inaugural inductee in the RMIT media ‘Hall of Fame’ and is the only person to have won the university’s ‘Overall Media Star’ award on multiple occasions. Professor Stavros is often sought out by industry to provide guidance on issues relating to branding and marketing; including as an expert witness in matters before the Federal Court of Australia. 

Over a lengthy academic career at RMIT, Professor Stavros has also earned international acclaim for his scholarship and is a Visiting Professor at the renowned IESEG School of Management (France) and a Visiting Fellow at Loughborough University London (UK) as part of one of the world’s leading institutes for the study of sport business. He has a strong passion for teaching and education practice and has received numerous commendations for his contemporary approach, including awards at School, College and University level. His most recent teaching encompasses units in Marketing Communication Strategy and in Sport Marketing, although he has extensive experience across a range of marketing offerings including at undergraduate, postgraduate and executive level. Aside from Australia, Dr Stavros has taught extensively in Asia and Europe and is a Fellow of the Higher Education Academy (UK). 

Let's Talk Marketing with Con Stavros

Con Stavros is an Associate Professor in Marketing at RMIT University, and the Program Director of postgraduate marketing programs.

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Industry experience

Professor Stavros has provided services to a wide range of commercial brands and has also aided community and government sectors on a variety of projects ranging from strategic planning to expert opinion. Given his prominence as a marketing commentator, he regularly provides the media with insight on related business topics, including as the long-standing ‘Program Marketing Expert’ on Radio 3AW’s top-rating Morning show with Neil Mitchell. 

He authored a thought-leadership column in one of Australia’s leading industry publications, Marketing magazine, from 2005 to 2020 when the magazine ceased production. He remains committed to sharing insight, promoting the scholarship of marketing, and empowering the discipline given its business, social and cultural significance. 

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Research

Professor Stavros' research reflects a strong interest in contemporary marketing communications, media and branding strategy, the business and marketing of sport, and the application of social marketing with regard ensuring consumer wellbeing.

Research keywords

Marketing Communication and Strategy, Branding and Advertising, Relationship Marketing, Social Marketing, Qualitative Research Methods

Research output summary

42

Publications

9

Grants

16

Awards

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Supervisor interest areas

  • Sport Marketing
  • Marketing Communication

Supervisor projects

Professor Stavros has supervised a range of higher degree research students, including topics in word-of-mouth, online brand communities, athlete assessment and recruitment, and consumer behaviour. He is particularly interested in students who adopt qualitative methodologies to develop understanding that can enrich consumers and their communities, or which helps spotlight the marketing practices that will generate positive social impact in the future. He is also interested in transformative media practices and the presumptive change this will have on viewing and engagement, as well as the business and marketing of sport more generally. 

Feature publications

How Positive Service Experiences Contribute to Service Captivity

Journal of Services Marketing

Stavros, C., Westberg K., Russell, R., & Banks, M. (2021).

A Mediasport Typology for Transformative Relationships: Enlargement, Enhancement, Connection and Engagement Beyond COVID-19

European Sport Management Quarterly

Stavros, C., Smith, A. & Lopez-Gonzalez, H.(2021).

Understanding Fan Motivation for Interacting on Social Media

Sport Management Review, 17, 455– 469.

Stavros, C., Meng M., Westberg K. & Farrelly, F. (2014).

Key publications by year

  • Dobele, A., Stavros, C., & Boymal, J. (2022 forthcoming). 'Staff reflections on surviving and thriving in a suddenly disruptive education environment', in J Golam and D. Morley (Eds.), Agile Learning Environments amid Disruption: Evaluating Academic Innovations in Higher Education during COVID-19, Palgrave McMillan.
  • Smith, A., Stavros, C., & Westberg, K.(2020). Cognitive Enhancing Drugs in Sport: Current and Future Concerns, Substance Use & Misuse. 55(12), 2064-2075.
  • Stavros, C. & Smith, A. (2020) ‘Sport Branding Insights’, Routledge, United Kingdom.
  • Westberg, K., Stavros, C., Farrelly, F., & Smith, A. (2020). Fan empathy as a response to athlete transgressions, Sport Management Review. 23(4), 719-735.
  • Smith, A., & Stavros, C. (2020). Exploring the Progressive use of Performance Enhancing Substances by High-Performance Athletes, Substance Use & Misuse, 55(6), 914-927.
  • Cooper, T., Stavros C. & Dobele, A. (2019). Domains of Influence: Exploring Negative Sentiment in Social Media', Journal of Product and Brand Management, 28(5), 684-699.
  • Lopez-Gonzalez, H., Stavros, C., & Smith, A. (2019). The Transition of Second Screen Devices to First Screen Status in Sport Viewing, Sport in Society, 12, 2077-2088.
  • Cooper, T., Stavros C. & Dobele, A. (2019). The Levers of Engagement: An Exploration of Governance in an Online Brand Community, Journal of Brand Management, 26(3), 240-254.
  • Smith, A., Stewart, B., Westberg, K., & Stavros, C. (2018). ‘Performance and Image-enhancing Drugs and Substances: Issues, Influences and Impacts’ Routledge, United Kingdom.
  • Nguyen, L., Westberg, K., Stavros, C., & Robinson, L. (2018). Family Decision-Making in an Emerging Market: Tensions with Tradition, Journal of Business Research, 86, 479-489.
  • Westberg, K., Stavros, C., Smith, A., Munro, G., & Argus, K. (2018). An Examination of How Alcohol Brands Use Sport to Engage Consumers on Social Media, Drug and Alcohol Review, 37, 28-35.
  • Heffernan, M., Stavros, C., Westberg, K., Dobele, A. & Smith, A. (2018) ‘Australia’ in J. Piggin, L. Mansfield and M. Weed (eds.) Routledge Handbook of Physical Activity Policy & Practice, Routledge International Handbooks, United Kingdom, 489-504. With .
  • Powell, A. Camilleri, A. Dobele, A. & Stavros, C. (2017). Developing a Scale for the Perceived Social Benefits of Sharing, Journal of Consumer Marketing, 34(6), 496-504.
  • López-González, H., Stavros, C., & Smith, A. (2017). Broadcasting Sport: Analogue Markets and Digital Rights, International Communication Gazette, 79, 175–189.
  • Smith, A., Stavros, C., & Westberg, K. (2017). ‘Brand Fans – Lessons from the World’s Greatest Sporting Brands’, Palgrave Macmillan, Cham, Switzerland. T
  • Westberg, K., Stavros, C., Smith, A., Newton, J., Lindsay, S., Kelly, S., Beus, S., & Adair, D. (2017). Exploring the Wicked Problem of Athlete and Consumer Vulnerability in Sport, Journal of Social Marketing, 7, 94–112. B/Q2.
  • Stewart, M., Stavros, C., Phillips, P., Mitchell, H., & Barake, A. (2016). Like Father, Like Son: Analyzing Australian Football's Unique Recruitment Process, Journal of Sport Management, 30, 672–688.
  • Stavros, C., Westberg, K., Wilson, B., & Smith, A. (2016). ‘Managing Behavior: Organizational and Consumer Perspectives on Athlete Transgressions’, in S Chadwick, N Chanavat & M Desbordes (eds) Routledge Handbook of Sports Marketing, Routledge, New York, USA.
  • Meng, M., Stavros, C., & Westberg, K. (2015). Engaging Fans through Social Media: Implications for Team Identification, Sport, Business and Management, 5, 199–217.
  • Smith, A., Stavros, C., Westberg, K., Wilson, B., & Boyle, C. (2014). Alcohol-related Player Behavioral Transgressions: Incidences, Fan Media Responses and a Harm Reduction Alternative, International Review for the Sociology of Sport, 49(3/4), 400-416.
  • Stavros, C., Meng M., Westberg K., & Farrelly, F. (2014). Understanding Fan Motivation for Interacting on Social Media, Sport Management Review, 17, 455– 469.
  • Stavros, C., & Stewart, M. (2014). ‘Sports Marketing in Australia’, in A Bühler and G. Nufer (eds.) International Sports Marketing Principles and Perspectives Erich Schmidt, Berlin, 221-248.
  • McDonald, H., & Stavros, C. (2012). ‘Entrepreneurial Market Leaders: Australian Football League Expansion through New Team Development’, in S. Chadwick and D. Ciletti, (eds.) Sports Entrepreneurship: Theory and Practice, Fitness Information Technology, 65-80.
  • Westberg, K. Stavros, C., & Wilson, B. (2011). The Impact of Degenerative Episodes on the Sponsorship B2B Relationship: Implications for Brand Management, Industrial Marketing Management, 40(4), 603-611.
  • Mitchell, H., Stavros, C., & Stewart M. (2011). Does the Australian Football League Draft Undervalue Indigenous Australian Footballers? Journal of Sport Economics, 12(1), 36-54.
  • Stavros, C. & Stewart, M. (2011) ‘Sports Marketing in Australia’ in G. Nufer and A Bühler (eds.) Marketing im Sport: Grundlagen, Trends und internationale Perspektiven des modernen Sportmarketing, 2nd Edition, Erich Schmidt, Berlin, 511-536.
  • Wilson B., Stavros, C., & Westberg K. (2010). A Sport Crisis Typology: Establishing a Pathway for Future Research, International Journal of Sport Management & Marketing. 7 (1/2), 21-32.
  • Stavros, C., & Westberg K. (2009). Using Triangulation and Multiple Case Studies to Advance Relationship Marketing Theory, Qualitative Market Research, 12(3), 307-320.
  • Turner P., Kellett P., McDonald H., & Stavros, C. (2009). ‘Stadiums & Facilities’, in S. Chadwick and S Hamill, (eds.) Managing Football: An International Perspective, Butterworth-Heinemann/Elsevier, 217-238.
  • Lee M., Mulye R., & Stavros, C. (2009). ‘In-Game Advertising: Effectiveness and Consumer Attitudes’ in N.K. Pope., K.L. Kuhn., & J. Forster (eds.), Digital Sport for Performance Enhancement and Competitive Evolution: Intelligent Gaming Technologies, IGI Global, Hershey, PA, 299-312.
  • Wilson B., Westberg K., & Stavros, C. (2009). ‘Addressing Major Sponsorship Risks: A Program for Research into Crises Triggered by Athletes’ in Dens, N., and De Pelsmacker (eds.), Advertising Research: Message, Medium and Context. Garant, Antwerp, 305-315.
  • Stavros, C., Pope N., & Winzar H. (2008). Relationship Marketing in Australian Professional Sport: An Extension of the Shani Framework, Sport Marketing Quarterly, 17(3), 135-145.
  • Wilson, B. Stavros, C. and Westberg, K. (2008). Player Transgressions and the Management of the Sport Sponsor Relationship. Public Relations Review, 34(2), 99-107.
  • Westberg K., Stavros, C., & Wilson B. (2008). An Examination of the Impact of Player Transgressions on Sponsorship B2B Relationships, International Journal of Sport Marketing and Sponsorship, 9(2), 125-134.
  • Stewart M., Mitchell H., & Stavros, C. (2007). ‘Moneyball’ Applied: Econometrics and the Identification and Recruitment of Elite Australian Footballers, International Journal of Sport Finance, 2(4), 231-248.
  • McDonald H., & Stavros, C. (2007). A Defection Analysis of Lapsed Season Ticket Holders: A Consumer and Organizational Study, Sport Marketing Quarterly, 16(4), 218-229.
  • Stavros, C., (2006) Interview with Peter Abraam, CEO of Victoria Major Events Company, International Journal of Sport Marketing and Sponsorship, 7(4), 301-306. Invited Submission.
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Feature projects

Game Ready: Exploring food choices and consumption practices in the context of Community Sport

VicHealth

Team: Westberg K., Parker L., Reid M., Martin D., Fouvy D., Worsley T. & Druce A.

2019-21 

Emerging Contexts and Opportunities for lmmersive Alcohol Promotion in Sport

Foundation for Alcohol Research and Education (FARE)

Team: Westberg, K. & Newton, F.

2019

Development of Warning Messages for Consumers on Credit Products

Australian Securities and Investments Corporation (ASIC)

Team: Russell, R., Westberg K., & Banks M

2018-19

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Awards

Photo of Con Stavros standing next to a child and two other people in front of a RMIT University banner. They are all smiling towards the camera. Con is standing on one end holding a trophy, while the person on the other end holds a similar looking trophy.

Research Excellence Award (Best Book) College of Business and Law

Award date: 2018

Recipients: Con Stavros


Media Hall of Fame Inductee, RMIT University

Award date: 2017

Recipients: Con Stavros

Outstanding Teaching in Business Award, RMIT University

Award date: 2013

“Sustained excellence in student-centred teaching practice aligned with industry engagement, innovation and practical applications of knowledge in the field of Marketing”

Recipients: Con Stavros

Key awards by year

  • 2018 College of Business & Law Research Excellence Awards, Best Book
  • 2018 RMIT University, College of Business & Law Media Star Award 
  • 2017 RMIT University, ‘Media Hall of Fame’ Inductee
  • 2015 Australia & New Zealand Marketing Academy Conference, Best Paper in Track
  • 2013 RMIT University, Outstanding Teaching in Business Award
  • 2012 College of Business and Law Teaching Award, Industry Engagement & Experiential Learning
  • 2012 College of Business & Law Teaching Excellence Award 
  • 2009 Global Runner-Up Team Supervisor, L’Oreal Brandstorm International Final (Paris)
  • 2008 School of Economics, Finance & Marketing. Excellent Teaching Practice Award,
  • 2008 Winning Team Supervisor, L’Oreal Brandstorm Australian Final 
  • 2007 RMIT University, College of Business & Law Media Star Award
  • 2006 RMIT University, Excellence in Popular Media Award
  • 2006 Winning Team Supervisor, L’Oreal Brandstorm Australian Final
  • 2006 Australia & New Zealand Marketing Academy Conference Best Paper in Track
  • 2005 RMIT University, Overall Media Star Award Winner
  • 2004 RMIT University, Overall Media Star Award Winner
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Grants

  • 2019-21 Game Ready: Exploring food choices and consumption practices in the context of Community Sport, VicHealth. With Westberg K., Parker L., Reid M., Martin D., Fouvy D., Worsley T. & Druce A.
  • 2019 Emerging Contexts and Opportunities for lmmersive Alcohol Promotion in Sport, Foundation for Alcohol Research and Education (FARE), with Westberg, K. & Newton, F.
  • 2018-19 Development of Warning Messages for Consumers on Credit Products, Australian Securities and Investments Corporation (ASIC), with Russell, R., Westberg K., & Banks M.
  • 2017 Performance and Image Enhancing Drugs (PIEDS) and related substances. Alcohol and Drug Foundation. Knowledge Partnership Agreement. With Smith, A., Stewart, B. & Westberg, K.
  • 2014-2017 AFL Recruitment Project: An Objective Evaluation of ALF Clubs Recruitment #3. Champion Data. With Stewart, M. & Mitchell, H.
  • 2013-14 Exploring the use of sport-linked alcohol marketing via social media. Foundation for Alcohol Research and Education (FARE). With A. Smith, K. Westberg & Munro, G.
  • 2007-2011 An Objective Evaluation of Australian Football Clubs Recruitment #2. Champion Data. With Stewart M. and Mitchell H.
  • 2007 The Identification of Issues Relating to the Marketing Orientation of Managed Funds. Australian Centre for Financial Studies. With Westberg K., Hallahan T., Mulye R. and Schwartz M.
  • 2006-2007 An Objective Evaluation of AFL Clubs Recruitment #1. Champion Data. With Stewart, M. & Mitchell, H.
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Public and media engagements

Professor Stavros is one of Australia's foremost commentators on marketing and branding matters and has appeared across a wide spectrum of media outlets for over two decades. In 2017 he was an inaugural inductee into the RMIT Media Hall of Fame in recognition of his distinguished service to media engagement.

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torres strait flag

Acknowledgement of country

RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business - Artwork 'Luwaytini' by Mark Cleaver, Palawa.

aboriginal flag
torres strait flag

Acknowledgement of country

RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business.