Dr Charitha Withanage

Assistant Professor

School: Newcastle Business School

Dr. Charitha Harshani Perera is an Assistant Professor in Marketing at the Department of Marketing, Operations, and Systems in the Faculty of Business and Law. She has extensive academic and industry experience. Before joining Northumbria, Charitha worked in academia and industry since 2014 and has built a broad area of expertise across the marketing discipline. She obtained her PhD in Business specializing in Marketing Communication with recognition for outstanding work from RMIT University. She has received a college scholarship for her outstanding performance from RMIT University. She has completed her master’s degree in business, BSc (Hons) in Information Technology, and PGCAP from Northumbria University. She has been accredited as a Chartered Marketer by the Chartered Institute of Marketing and has already been awarded the Fellowship of the Higher Education Academy (FHEA).

Her research has been published in several journals such as the Journal of Marketing Communication, and the Journal of Marketing for Higher Education. She published books and book chapters with reputed publishers such as Springer and Taylor and Francis. She attended various global conferences in several countries such as the Academy of Marketing in the UK, IISES in Paris, ICIKM in Vietnam, ANZMAC in New Zealand, EBOR in Rome, and ICRBME in Ireland. In addition, she served in several international conferences as a scientific committee member (BIZCOM - Malaysia), session chair (IISES - Paris), and conference co-chair (ICOBI - Sri Lanka). She is collaborating with several international universities and working with many researchers on several different projects. She received the Outstanding Reviewer Award 2024 – Literati Award for the South Asian Journal of Marketing.

Her recent research focuses on the current research topic of marketing, such as digital marketing, social media engagement, brand management, and social media on consumer behaviour. Charitha is open to accepting enquires from prospective doctoral candidates who would like to work in these research areas.

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Key Publications

Please visit the Pure Research Information Portal for further information
The Future of Gamification in Organizations: A Scoping Review, Jayawardena, N., Perera, C., Dewasiri, N., Jayarathne, P. 4 Mar 2025, Gamification and Global Business Management, Singapore, World Scientific
Brand Engagement on social media and its Impact on brand equity in Higher Education: Integrating the social identity perspective, Perera, C., Nguyen, L., Nayak, R. 4 Dec 2023, In: International Journal of Educational Management
Exploring the Challenges in Developing and Managing Digital Agility Among Sri Lankan Family Business Owners During the Economic Crisis Situation, Jayawardena, N., Chavali, K., Dewasiri, N., Perera, C., Koswatte, I., Pereira, V., Gupta, M., Mardani, A. 24 Jul 2023, In: Journal of Global Information Management
Luxury Marketing and Sustainability in the South Asian Context, Jayawardena, N., Quach, S., Perera, C., Thaichon, P., Dewasiri, N. 9 Jun 2023, Luxury Marketing, Sustainability and Technology, London, Routledge
The impact of social media marketing and brand credibility on Higher Education Institutes’ brand equity in emerging countries, Withanage, C., Nayak, R., Nguyen, L. 17 Nov 2023, In: Journal of Marketing Communications
Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions: Case of Vietnam and Sri Lanka, Perera, C., Nayak, R., Nguyen, L. 1 Oct 2022