Personal details

Professor Rebekah Russell-Bennett
QUT Business School,
Advertising, Marketing and Public Relations
Discipline *
Marketing, Public Health and Health Services
+61 7 3138 2894
+61 7 3138 1811
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Identifiers and profiles
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Doctor of Philosophy, Management (University of Queensland)

Professional memberships
and associations
  • Australian Marketing Institute
  • Australian Association of Social Marketing
  • Australia and New Zealand Marketing Academy
  • UK Marketing Academy

social marketing, behaviour change, customer loyalty, consumer behaviour, health services

* Field of Research code, Australian and New Zealand Standard Research Classification (ANZSRC), 2008


Background Rebekah has an international reputation for research and industry relevance in the field of Social Marketing (using commercial marketing to address social problems such as alcohol consumption,  chronic disease, water usage, electricity use, public transport and diet).  She is immediate past National President of the Australian Association of Social Marketing (the peak industry body for social marketing in Australia). For details of Rebekah’s Real World Projects in Social Marketing visit her Linked In Profile Rebekah is also a leading educator in the field of marketing and is responsible for the development of the award-winning QUTopia role-play simulation at QUT. Rebekah holds a PhD in brand loyalty for the services sector,  is the co-editor for the Journal of Services Marketing and has published over 200 peer-reviewed articles with more than 65 articles in international journals, including:

  • Journal of Business Research
  • Psychology and Marketing
  • Journal of Service Theory and Practice
  • European Journal of Marketing
  • Journal of Marketinng Management
  • Industrial Marketing Management
  • Journal of Brand Management
  • Journal of Product and Brand Management
  • Journal of Services Marketing
  • Health Marketing Quarterly
  • Consumer Satisfaction, Dissatisfaction and Complaining Behavior

Rebekah has worked with organisations across a variety of service industries in Australia including

  • Australian Red Cross Blood Donation Service
  • Citysmart (Brisbane City Council)
  • Energex
  • Energy Consumers Australia
  • Lions International
  • Queensland Catholic Education Commission
  • IP Australia
  • Department of Natural Resource, Minerals and Energy (QLD)
  • Queensland Transport
  • Sensis
  • Brandaide
  • Australian Breastfeeding Association
  • Brisbane Lions
  • Queensland Health
  • Queensland Rail
  • Telstra
  • Westpac
  • Yellow Pages Australia

Research interests

  • Social marketing and behaviour change
  • Health Services
  • Social Media
  • Emotions in consumer behaviour
  • Complaint behaviour
  • Brand loyalty


  • 2018: Highly commended best paper – American Marketing Association Services Special Interest Group Conference
  • 2016 Best academic paper, best student paper, International Social Marketing Conference
  • 2016 Winner – National Australian Institute of Marketing Awards – Best mobile.
  • 2015 QUT Business school teaching and learning Innovation Challenge – Winner
  • 2015: QUT Vice Chancellor’s Performance Fund Award (Research)
  • 2014: Office of Teaching and Learning (OLT) Citation (national) for outstanding contribution to student learning
  • 2010: QUT Vice Chancellor’s Performance Fund Award (Teaching)
  • 2010: Best Paper Award, Social, Nonprofit and Political Marketing Track, Australian and New Zealand Marketing Academy Conference (ANZMAC)
  • 2008: Highly Commended Award, Emotions Network Conference, Fontaineblau, France
  • 2008: Vice-Chancellors Award for Performance (Research)
  • 2008: Vice-Chancellors Award for Performance (Teaching)
  • 2006: Best Paper Award, Emotions Network Conference, Atlanta, USA
  • 2006: Best Paper Award, e-marketing Track, Australian and New Zealand Marketing Academy Conference (ANZMAC)
  • 2001: Best Paper Award, Market Research Society of Australia National Conference
  • 2000: Best Lecturer Award, Master of Technology Management Degree, Griffith University
  • 1998: Lifetime membership conferred, Golden Key Honours Society for outstanding academic achievement.
This information has been contributed by Professor Rebekah Russell-Bennett.


2014  Citation for Outstanding Contributions to Student Learning, Federal Government Office of Learning and Teaching

Award received for stimulating marketing students’ active learning using role-play simulations and for building relationships between alumni, industry and current students to bridge the theory-practice gap (QUTopia).  Details of Award: ttp://

Teaching interests

  • Social marketing
  • Consumer behaviour
  • Marketing management
  • Research Theory

Rebekah is responsible for inventing QUTopia, a non computer-based simulation for marketing students in the QUT Business School developed in 2005 which has run for sixteen semesters and has involved more than 400 local business donating products.  This simulation is set in a fictitious town in Queensland called QUTopia and is part of AMB240 Marketing Planning and Management, a core unit in the marketing major.  This unit emphasises real world skills and requires students to form businesses and invent a product which is sold to class members at two marketdays using QUTopia currency.  Students then evaluate their marketing performance using reflective online videos via QUTopia TV and a written case study. The teaching staff adopt roles such as the mayor and ministers, and students from other faculties are also encouraged to volunteer in professional roles to gain real world experience. Students need to either provide their own products or source donations from industry, and approximately 40 local and national businesses every semester donate products.  The unit uses multiple channels of communication such as blackboard, QUTopia TV Guide, facebook and twitter, each designed for a specific purpose.  The pedagogy and design of QUTopia has been presented at international conferences and published in scholarly journals. A notable outcome of QUTopia is that student teams from AMB240 have won the Australian Marketing Institute Annual Student Marketing Plan Competition, twice in three years.   Rebekah also teaches Research Theory for the Faculty of Business research students to assist the development of a research topic, literature review, identification of theory gaps and development of research questions.  As part of this course, Rebekah has developed a workshop on Reverse-Engineering a Journal Article’ to assist in the successful publication of research.  This workshop is a sought-after presentation by Universities both in Australia and Internationally.



This information has been contributed by Professor Rebekah Russell-Bennett.


Professor Russell-Bennett’s work is situated within the social marketing domain and in particular social services provided by government and non-profits where she investigates the key drivers of repeat behaviour. Her contribution to the field of social marketing has been recognised by being elected as the National President of the Australian Association of Social Marketing (2009-2014) and service on editorial boards of key journals.  Rebekah is a leader in shaping the debate and impact of social marketing in this country and extending innovating examples for other countries. Her leadership of the ‘MumBubConnect’ Breastfeeding and Technology research project has generated a great deal of interest with state and federal health departments, nonprofit breastfeeding groups and international invitations to conduct keynote addresses on the project. INNOVATION Russell-Bennett is a thought leader by being amongst the first to apply services thinking and technology in the domain of social marketing e.g.

  • Zainuddin, N., Russell-Bennett, R., & Previte, J. The value of health and wellbeing: an empirical model of value co-creation in social marketing.  European Journal of Marketing  Accepted 1 November 2012
  • Zainuddin, N., Previte, J and Russell-Bennett, R. (2011) Value in a wellness paradigm, Journal of Marketing Management  Vol 27(3-4): 361 – 385
  • Gallegos, D., Russell-Bennett, R. and Previte, J. (2011) Using Technology to Reduce Risks associated with Infant Feeding: A Social Marketing Approach, Journal of Nonprofit and Public Sector Marketing , 23(4) 327-347
  • Russell-Bennett, R., Previte. J and Zainuddin*, N. (2009) Creating value for customers of government social marketing services.  Australasian Marketing Journal  Vol 17(4):211 – 218

As one of two QUT researchers involved in a ground-breaking initiative led by CitySmart and funded by the Federal Government for $6.5million Rebekah is working with industry to change energy usage behaviour of low-income earners through the use of technology.  This project will run until 2016 and provide valuable evidence about the use of electronic games/apps/technology for assisting householders to reduce their energy consumption in a positive way. A key industry partner of Rebekah’s is the Australian Red Cross Blood Service who have funded donor research of more than $250,000 to identify barriers for blood donation, service perceptions amongst donors and to test the use of technology in improving blood donation rates.

For details of Professor Russell-Bennett’s Real World Projects, visit her linked in profile

This information has been contributed by Professor Rebekah Russell-Bennett.


For publications by this staff member, visit QUT ePrints, the University's research repository.


Awards and recognition

Advisor/Consultant for Industry
Reference year
Invited to provide advice as a board member of the Non-profit organisation SPELD (Qld)