Newcastle University Business School

Staff Profile

Charles Kemp

Teaching Fellow


Short Bio:

Charles joined the Newcastle University Business School (NUBS) in 2019 as a Teaching Fellow in Marketing. His primary research interests lie in consumer behaviour, services marketing, branding strategies and marketing ethics from both a company and consumer perspective.

Charles has taught on a variety of courses such as Strategic Marketing and International Marketing. Charles is also the Deputy Programme Director of the MSc in International Marketing.

Charles has also worked as a research assistant on a number of internal research projects conducted at NUBS.



Newcastle University Business School (NUBS)

-MSc in International Marketing with Distinction

•             Dissertation: Branded Communities and their effects on Word-of-Mouth dissemination


University of Western Australia (UWA), Australia 

-BA in International Relations and Political Science


University of Kwa-Zulu Natal (UKZN), South Africa

-BA in Culture, Communications and Media Studies and English Literature




Research Interests

-Marketing ethics

-Scale Development

-Marketing Theory

-Services Marketing (Branding)

-Brand Management (Brand Extensions)

-Consumer Behaviour


1st Inaugural EMAC Junior Faculty and Doctoral Student Research Camp 2016 – University of Vienna, Austria

 ‘Symmetric and Asymmetric Brand Extensions: An Empirical investigation of success drivers across different categories’ C.J Kemp., K. Schoefer., M. Blut., and C. Sichtmann (Accepted)


Frontiers in Service 2017 – New York, USA

‘Asymmetric Brand Extensions: An investigation into success drivers’, C.J Kemp., K. Schoefer and M. Blut (Accepted and Withdrawn)


British Academy of Management (BAM) Conference 2017 - Warwick, UK.

‘The Relevance of Perceived Fit in Symmetric and Asymmetric Brand Extensions’, C.J. Kemp ,K. Schoefer., M. Blut., and C., Sichtmann (Accepted)



Module leader for the following:

MKT2009: Strategic Marketing

MKT2052: Global Strategic Marketing


Seminar leader for the following:

MKT3096: Marketing Dissertation


Module leader for the following:

NBS88507: International Marketing

NBS8562: Contemporary Trends in Marketing


Student supervision

Undergraduate & postgraduate dissertation supervision.


  • Sichtmann C, Schoefer K, Blut M, Kemp C. Extending Service Brands into Products Versus Services: Multilevel Analyses of Key Success Drivers. European Journal Of Marketing 2017, 51(1).