Kate Westberg

Professor Kate Westberg

Professor of Marketing

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Profile photo of Kate Westberg. Kate is standing in front of a grey wall. Kate is standing at a slight angle, looking at the camera and smiling. Kate is wearing a red dress with a leaf design, and a necklace.

Contact details

   COBL | School of Economics, Finance and Marketing


  Consumer Wellbeing Research Group


  Emailkate.westberg@rmit.edu.au


    Phone: +61 39925 5512


   Campus: Melbourne City


Programs

 Bachelor of Business (Melbourne and Singapore)


More information

Profile photo of Kate Westberg. Kate is standing in front of a grey wall. Kate is standing at a slight angle, looking at the camera and smiling. Kate is wearing a red dress with a leaf design, and a necklace.

Contact details

   COBL | School of Economics, Finance and Marketing


  Consumer Wellbeing Research Group


  Emailkate.westberg@rmit.edu.au


    Phone: +61 39925 5512


   Campus: Melbourne City


Programs

 Bachelor of Business (Melbourne and Singapore)


More information

Professor Kate Westberg is an award-winning marketing educator and passionate researcher who explores issues that influence consumer wellbeing and facilitate behaviour change.

Overview

Kate is a Professor of Marketing in the School of Economics, Finance and Marketing at RMIT. She is a passionate educator and is committed to providing students with industry-relevant, collaborative learning experiences. Her teaching has been recognised by University and National teaching awards and with a Fellowship of the Higher Education Academy (UK).

Kate is a leader of the Consumer Wellbeing Research Group (CWRG) in the School of Economics, Finance and Marketing. The CWRG is a multi-disciplinary group committed to providing research and insight into consumption behaviours and influences that facilitate or inhibit the health, wellbeing and quality of life for consumers.

Kate’s research has been widely published in international journals including European Journal of Marketing, Journal of Business Research, Industrial Marketing Management, Journal of Services Marketing, Journal of Macromarketing and Sport Management Review.

Kate's areas of interest include: social issues in sport (including alcohol advertising and unhealthy food); food literacy and intergenerational transmission of food skills and knowledge; ageing and wellbeing; and, family identity and risky consumption behaviour. Kate has been involved in consumer wellbeing-related projects with organisations such as the Alcohol and Drug Foundation, Australian Securities and Investments Commission, Football Victoria, the Foundation for Alcohol Research and Education, Melbourne City Mission, Special Broadcasting Services (SBS), the Victorian Cancer Council and Victorian Health Promotion Foundation.

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Industry experience

Prior to academia, Kate held marketing roles in Australia and Canada in both the commercial and not-for-profit sectors including financial services, telecommunications and health services.

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Research

Kate’s research interests broadly relate to consumer wellbeing and behaviour change. and she has a particular interest in social issues in sport as well as transformative services research.

Research keywords

Behaviour Change, Consumer Wellbeing, Social Marketing, Consumer Behaviour, Sport

Research output summary

40

Publications

9

Projects

2

Awards

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Supervisor interest areas

  • Consumer wellbeing
  • Social marketing
  • Behaviour change
  • Not-for-profit marketing
  • Social issues in sport
  • Transformative services research

Supervisor projects

  • Examining older consumers’ experience of ageing and its impact on consumption decisions
  • The evolution of extended self: an exploration of how experience consumption goals shape extended self
  • The role of the dietary gatekeeper’s food literacy in the home environment
  • The role of the extended family in high-involvement family purchase decisions: an emerging market perspective

Feature publications

Age identity, stereotypes and older consumers’ service experiences

Journal of Services Marketing, Vol. 35 No. 1, pp. 54 64

Westberg, K., Reid, M. and Kopanidis, F. (2021).

Promoting healthy eating in the community sport setting: a scoping review 

Health Promotion International

Westberg, K., Stavros, C., Parker, L., Powell, A., Martin, D., Worsley, A., Reid, M., Fouvy, D. (2021).

Fan empathy as a response to athlete transgressions 

Sport Management Review, 23, 719 – 735

Westberg, K., Stavros, C., Farrelly, F., Smith, A. (2020).

Key publications by year

  • Westberg, K., Reid, M., Kopanidis, F. (2021). Age identity, stereotypes and older consumers’ service experiences In: Journal of Services Marketing, 35, 54 – 64
  • Westberg, K., Stavros, C., Parker, L., Powell, A.,Martin, D., Worsley, A., Reid, M., Fouvy, D. (2021). Promoting healthy eating in the community sport setting: a scoping review In: Health Promotion International, 1 – 17
  • Stavros, C., Westberg, K., Russell, R., Banks, M. (2021). (In Press) How positive service experiences contribute to service captivity In: Journal of Services Marketing, , 1 – 17
  • Wijayaratne, S., Westberg, K., Reid, M., Worsley, A. (2021). Developing food literacy in young children in the home environment In: International Journal of Consumer Studies, , 1 – 13
  • Westberg, K., Stavros, C., Farrelly, F., Smith, A. (2020). Fan empathy as a response to athlete transgressions In: Sport Management Review, 23, 719 – 735
  • Smith, A., Stavros, C., Westberg, K. (2020). Cognitive Enhancing Drugs in Sport: Current and Future Concerns In: Substance Use & Misuse, 55, 2064 - 2075
  • Wijayaratne, S., Westberg, K., Reid, M., Worsley, A. (2020). A qualitative study exploring the dietary gatekeeper's food literacy and barriers to healthy eating in the home environment In: Health Promotion Journal of Australia, , 1 – 9
  • Smith, A., Stewart, B., Westberg, K., Stavros, C. (2018). Performance and Image Enhancing Drugs and Substances, Routledge, New York, United States
  • Wijayaratne, S., Reid, M., Westberg, K., Worsley, A., Mavondo, F. (2018). Food literacy, healthy eating barriers and household diet In: European Journal of Marketing, 52, 2449 – 2477
  • Heffernan, M.,Stavros, C., Westberg, K.,Dobele, A., Smith, A. (2018). Australia In: Routledge Handbook of Physical Activity Policy and Practice, Routledge International Handbooks, United Kingdom.
  • 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 In: Drug and Alcohol Review, 37, 28 – 35.
  • Nguyen, L.,Westberg, K.,Stavros, C.,Robinson, L. (2018). Family decision-making in an emerging market: Tensions with tradition In: Journal of Business Research, 86, 479 – 489.
  • 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 In: Journal of Social Marketing, 7, 94 – 112.
  • Westberg, K., Beverland, M., Thomas, S. (2017). The unintended normalization of gambling: family identity influences on the adoption of harmful consumption practices In: Journal of Macromarketing, 37, 426 – 443.
  • Smith, A.C.T., Stavros, C., Westberg, K. (2017). Brand fans - Lessons from the world's greatest sporting brands, Palgrave Macmillan, Cham, Switzerland
  • Stavros, C., Westberg, K., Wilson, B., Smith, A. (2016). Managing Behavior: Organizational and consumer perspectives on athlete transgressions In: Routledge Handbook of Sports Marketing, Routledge, New York, USA
  • Tierney, D.K., Karpen, I., Westberg, K. (2016). Brand meaning cocreation: toward a conceptualization and research implications In: Journal of Service Theory and Practice, 26, 911 – 932.
  • Meng, M., Stavros, C., Westberg, K. (2015). Engaging fans through social media: implications for team identification In: Sport, Business and Management: an international journal, 5, 199 – 217.
  • Westberg, K., Stavros C., Wilson, B., Smith A. (2015). Athlete Transgressions: Implications for Sports Managers In: Contemporary Issues in Sport Management, Sage Publications, Thousand Oaks, C.A.
  • Thomas, S.L., Lewis, S. and Westberg, K. (2015), ‘You just change the channel if you don’t like what you’re going to hear’: Gambler’s attitudes towards, and interactions with, social marketing campaigns, Health Expectations, 18, 1, 124-136.
  • Westberg, K. and Pope, N. (2014) Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion, Journal of Marketing Communications, 20:6, 419-437
  • Dobele, A., Westberg, K., Steel, M. and Flowers, K. (2014), An examination of corporate social responsibility implementation and stakeholder engagement: a case study in the Australian mining industry, business strategy and the environment, Business Strategy and the Environment, 23, 3, 145-159.
  • Smith, A, Stavros, C, Westberg, K, Wilson, B and 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.
  • Thomas, S, Lewis, S, Westberg, K and Derevensky, J (2013), What influences the beliefs, behaviours and consumption patterns of 'moderate risk' gamblers? International Journal of Mental Health and Addiction, 11, 4, 474-489.
  • Lindsay, S, Thomas, S, Lewis, S, Westberg, K, Moodie, R and Jones, S (2013), Eat, drink and gamble: marketing messages about 'risky' products in an Australian major sporting series, BMC Public Health, 13, 1-11.
  • Wilson, B., Stavros, C., Westberg, K. (2010). A Sport Crisis Typology: Establishing a Pathway for Future Research. International Journal of Sport Management and Marketing, 7(1/2), 21-32.
  • Stavros, C. & Westberg, K. (2009). Using Triangulation and Multiple Case Studies to Advance Relationship Marketing Theory, Qualitative Research: An International Journal, 12(3), 307-320.
  • Mulye, R., Westberg K. & Hay, A. (2009). Using Internet-Enabled Mobile Phones to Enhance Large Class Student Engagement: Lessons Learned, Journal of the World Universities Forum, 2(5), 109-121.
  • 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. European Advertising Association. pp.305-315.
  • Wilson, B., Westberg, K. & Callaghan, W. (2009). A Spatial Representation of Brand Relationship Quality Constructs. In Dens, N. and De Pelsmacker, (eds.) Advertising Research. European Advertising Association. pp. 373-383.
  • Westberg, K., Stavros, C. & Wilson, B. (2008). An Examination of the Impact of Player Transgressions on Sponsorship B2B Relationships. International Journal of Sports Marketing and Sponsorship, 9(2), 125-134.
  • Wilson, B., Stavros, C. & Westberg, K. (2008). Player Transgressions and the Management of the Sport Sponsor Relationship. Public Relations Review, 34(2), 99-107.
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Feature projects

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

Funded by: VicHealth - Competitive

Westberg, K., Stavros, C., Parker, L., Worsley, A., Reid, M., Martin, D., Fouvy, F., Powell, A.

2019 - 2023

Emerging Contexts and Opportunities for lmmersive Alcohol Promotion in Sport

Funded by: Foundation for Alcohol Research and Education - Competitive

Westberg, K., Stavros, C., Newton, F.

2019 - 2020

Development of Warning Messages for Consumers on Credit Products

Funded by: Australian Securities and Investments - Commission Contract

Westberg, K., Russell, R., Banks, M.

2018 - 2019

Key projects by year

  • Game Ready: Exploring food choices and consumption practices in the context of Community Sport, Westberg, K., Stavros, C., Parker, L., Worsley, A., Reid, M., Martin, D., Fouvy, F., Powell, A., Funded by: VicHealth - Competitive from (2019 to 2023)
  • Emerging Contexts and Opportunities for lmmersive Alcohol Promotion in Sport, Westberg, K., Stavros, C., Newton, F., Funded by: Foundation for Alcohol Research and Education - Competitive from (2019 to 2020)
  • Development of Warning Messages for Consumers on Credit Products, Stavros, C., Westberg, K., Russell, R., Banks, M., Funded by: Australian Securities and Investments Commission Contract from (2018 to 2019)
  • Marketing to Older Consumers: Issues and Ageism, Westberg K., Reid, M. and Kopanidis, F., Funded by: the Special Broadcasting Service (SBS) Contract from (2018 to 2019)
  • Research into Best Practice Approach for Community Education Campaign, Parker, L., Brennan, L., Robinson, J., Westberg K., Funded by: Independent Broad-based Anti-corruption Commission Victoria (2018 to 2018)
  • Performance and Image Enhancing Drugs and Substances: A Review of Classes, Types, Impact and Use, Smith, A., Stewart, B., Stavros, C. and Westberg, K., Funded by the Alcohol and Drug Foundation (2017)
  • Issues concerning the use (and potential abuse) of the trusts system, Da Silva, A., Glover, J. Narayanan, V., Westberg, K., Nguyen, M., Funded by the Australian Tax Office (2016-2017)
  • Exploring the use of sport-linked communication by alcohol brands on social media to engage consumers, Smith, A., Westberg, K., Stavros, C. (RMIT) and G. Munro (Alcohol and Drug Foundation), Funded by the Foundation for Alcohol Research and Education (2014 to 2015)
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Awards

Fellowship of the Higher Education Academy (UK)

Award date: 2018

Recipients: Kate Westberg

RMIT University, College of Business Research Excellence Award for Best Publication (book)

Award date: 2018

Recipients: Kate Westberg

RMIT University Teaching Excellence Award for Services Supporting Student Learning

Award date: 2017

Recipients: Kate Westberg

Key awards by year

  • 2018 Fellowship of the Higher Education Academy (UK)
  • 2018 RMIT University, College of Business Research Excellence Award for Best Publication (book)
  • 2017 RMIT University Teaching Excellence Award for Services Supporting Student Learning
    For designing and implementing the Marketing Careers Initiative to facilitate industry-ready marketing graduates through events and resources that develop employability skills and foster industry connection.
  • 2015 RMIT Media Star Award for Research
    This University award acknowledged the extensive media coverage generated for a research project that explored how alcohol sponsors use sport-linked communication to engage consumers on social media. This research was funded by the Foundation for Alcohol Research and Education in Canberra
  • 2015 Highly Commended Academic Paper Award (one of three awards presented for academic papers), World Social Marketing Conference, April 20-21, Sydney
    'Exploring the use of sport-linked alcohol marketing on social media', K. Westberg, C. Stavros, A. Smith, G. Munro and K. Argus
  • 2015 Outstanding Reviewer Award, Sport, Business and Management: An International Journal
  • 2015 Best Paper Award (Track: International Marketing), Australia New Zealand Marketing Academy Conference
    The influence of extended family on high involvement purchases in emerging economies: Tensions with tradition, in Innovation and Growth Strategies in Marketing, 2015 ANZMAC Conference, Sydney, Australia, 30 November - 2 December 2015, pp. 511-517
    Nguyen, L, Westberg, K, Stavros, C and Robinson, L
  • 2010 Australian Learning and Teaching Council (now: Office of Learning and Teaching), Citation for Outstanding Contributions to Student Learning
    This National teaching award was received for sustained innovation and institutional leadership in developing industry-relevant curricula, resources and assessment to enhance student learning and engagement with large undergraduate marketing cohorts.
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Grants

  • Game Ready: Exploring food choices and consumption practices in the context of Community Sport. Westberg, K., Stavros, C., Parker, L., Worsley, A., Reid, M., Martin, D., Fouvy, F., Powell, A., Funded by: VicHealth - Competitive from (2019 to 2023)
  • Emerging Contexts and Opportunities for lmmersive Alcohol Promotion in Sport. Westberg, K., Stavros, C., Newton, F., Funded by: Foundation for Alcohol Research and Education - Competitive from (2019 to 2020)
  • Development of Warning Messages for Consumers on Credit Products. Stavros, C., Westberg, K., Russell, R., Banks, M., Funded by: Australian Securities and Investments Commission Contract from (2018 to 2019)
  • Marketing to Older Consumers: Issues and Ageism, Westberg K., Reid, M. and Kopanidis, F., Funded by the Special Broadcasting Service (SBS) Contract from (2018 to 2019)
  • Research into Best Practice Approach for Community Education Campaign. Parker, L., Brennan, L., Robinson, J., Westberg K. Funded by: Independent Broad-based Anti-corruption Commission Victoria (2018 to 2018)
  • Performance and Image Enhancing Drugs and Substances: A Review of Classes, Types, Impact and Use, Smith, A., Stewart, B., Stavros, C. and Westberg, K., Funded by the Alcohol and Drug Foundation (2017)
  • Issues concerning the use (and potential abuse) of the trusts system. Da Silva, A., Glover, J. Narayanan, V., Westberg, K., Nguyen, M., Funded by the Australian Tax Office (2016-2017)
  • Exploring the use of sport-linked communication by alcohol brands on social media to engage consumers With Smith, A., Westberg, K., Stavros, C. (RMIT) and G. Munro (Alcohol and Drug Foundation), Funded by the Foundation for Alcohol Research and Education (2014 to 2015)
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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.