Dr Prabash Edirisingha

Assistant Professor

School: Newcastle Business School

Prabash joined Northumbria University in 2015 after completing his PhD from University of Otago, New Zealand. He has been in higher education since 2006 and have a truly international exposure by working in countries such as USA, Sri Lanka, and New Zealand.

Prabash is the programme leader for BA (Hons) Business with Marketing Management programme at the Newcastle Business School. He teaches in various undergraduate and postgraduate modules covering areas of consumer behaviour, marketing communications, and relationship marketing

He is a realist and a constructivist. He is interested in understanding the various ways in which people make sense of their lives through consumption. Primarily his research covers areas of consumer culture theory such as family identity and socio-cultural aspects of consumption. His current projects also expands into areas of tourism research that investigate health tourism and place-bonding and student experience and employability in higher education. Prabash is an interpretevist with expertise in ethnography and netnography. He also has expertise in host of other qualitative research methods such as semi-structured interview, observations, focus groups, and various elicitation methods.

Prabash takes immense pride in his teaching and public engagement activities. He is a traditionalist who believes education is a transformative experience coalesced with disciplinary understanding, character development, and personal maturity. Prabash is interested in supervising doctoral students in the areas of consumer behaviour and consumer culture theory.

Prabash’s Academic Blog

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Key Publications

Please visit the Pure Research Information Portal for further information
Reconfiguring Migrant Meals and Doing Family: A Practice Theory Approach, Edirisingha, P., Parsons, E., Cappellini, B. 7 Aug 2025, In: Sociology
The Co-Existence of Brand Value Co-Creation and Co-Destruction Across the Customer Journey in a Complex Higher Education Brand, Hardcastle, K., Edirisingha, P., Cook, P., Sutherland, M. 1 Jan 2025, In: Journal of Business Research
Trust-materiality theory of social exchange: The evolution of social exchange through relationship trust and object materiality interplays, Abarashi, J., Edirisingha, P. 15 Dec 2025, In: Journal of Business Research
Identifying sources of noise within the networked interplay of marketing messages in social media communication, Hardcastle, K., Edirisingha, P., Cook, P. 2024, In: International Journal of Internet Marketing and Advertising
My Dear Handbags: Materiality and Networked Constellations of Consumption Collections, Abarashi, J., Edirisingha, P. 15 Jul 2022, In: European Journal of Marketing
Setting up home: the role of domestic materiality in extended family identity formation, Edirisingha, P., Ferguson, S., Aitken, R. 1 Aug 2022, In: Journal of Business Research
Try before you buy: a small business employer (SME) perspective of international student mobility in England, Sutherland, M., Thompson , D., Edirisingha, P. 3 Jul 2021, In: Studies in Higher Education
Bridging family boundaries: mediating postmodern complexity in urban Sinhalese Sri Lankan families, Edirisingha, P., Aitken, R., Ferguson, S. 4 Jul 2018, In: Consumption Markets and Culture
From "participant" to "friend": the role of Facebook engagement in ethnographic research, Edirisingha, P., Abarashi, J., Ferguson, S., Aitken, R. 2 Aug 2017, In: Qualitative Market Research: An International Journal
From ‘me’ to ‘we’: negotiating new family identity through meal consumption in Asian cultures, Edirisingha, P., Ferguson, S., Aitken, R. 14 Sep 2015, In: Qualitative Market Research: An International Journal

PGR Supervision

Chiamaka Ibekwe Cultural Determinants of Sustainable Consumption - A Comparative Study of Europe and Africa Start Date: 01/10/2025 End Date: 17/10/2025
Chiamaka Ibekwe Understanding How Socio-cultural Contexts Shape Sustainable Consumption Behaviour. A Cross-Cultural Qualitative Study of UK and Nigeria. Start Date: 01/10/2025