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Dr Prabash Edirisingha

Senior Lecturer in Marketing

Department: 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

0191 3495747

Qualifications

  • PhD Marketing - University of Otago, New Zealand
  • MA Marketing (Distinction) - Keele University, UK
  • BSc Information Systems - Clarion University of Pennsylvania, USA

Key Publications

Peer Reviewed Journal Publications:

Edirisingha, P. A., Aitken, R., and Ferguson, S. (2018) "Bridging family boundaries: mediating postmodern complexity in urban Sinhalese Sri Lankan families" Consumption, Markets& Culture, 21(4),  373-395.

Edirisingha, Prabash Aminda, Jamal Abarashi, Shelagh Ferguson, and Rob Aitken (2017), " From “participant” to “friend”: the role of Facebook engagement in ethnographic research,” Qualitative Market Research: An International Journal, 20 (4).

Edirisingha, Prabash Aminda, Shelagh Ferguson, and Rob Aitken (2015), "From ‘Me’ to ‘We’: Negotiating New Family Identity through Meal Consumption in Asian Cultures," Qualitative Market Research: An International Journal, 18 (4), 477-96.

Edirisingha, P. A., Aitken, R., and Ferguson, S. (2015) "Adapting Ethnography: An Example of Emerging Relationships, Building Trust, and Exploring Complex Consumer Landscapes," in Research in Consumer Behaviour, Consumer Culture Theory, 191-215.

Most Recent Peer Reviewed Conference Papers:

Edirisingha, P. A., Aitken, R., and Ferguson, S. (2018). “Setting up home: Domestic materiality and new family identity formation”, Consumer Culture Theory Conference, Odense, Denmark.

Edirisingha, P. A., Aitken, R., and Ferguson, S. (2017). “Setting up home: Domestic materiality and new family identity formation”, Academy of Marketing Conference (AM), Hull, UK.

Edirisingha, P. A., Aitken, R., and Ferguson, S. (2017). “Preserving tradition and posing modern: How South Asian families mediate social change through consumption”, Academy of Marketing Conference (AM), Hull, UK.

Sutherland, M., and Edirisingha, P. A. (2017), “Trial before buy: employability of international undergraduate students in Britain from employers’ perspective”, Academy of Marketing (AM), Hull, UK.

Edirisingha, P., Aitken, R., and Ferguson, S. (2016). “Becoming a family: negotiating ambiguity and new family identity formation”, Academy of Marketing (AM), Newcastle upon Tyne, UK

Edirisingha, P., Aitken, R., and Ferguson, S. (2016). “Becoming friends: the role of Facebook in ethnographic research”, Australia New Zealand Marketing Conference (ANZMAC), Christchurch, New Zealand.

Edirisingha, P., Aitken, R., and Ferguson, S. (2015) “Becoming a “We”: Role of Sharing in New Family Identity and Consumption Formation”, Consumer Culture Theory (CCT), Arkansas, United States. 

Edirisingha, P., Aitken, R., and Ferguson, S. (2014) "Adapting Ethnography: Emerging Relationships, Building Trust, and Exploring Complex Consumer Landscapes", Consumer Culture Theory (CCT), Helsinki, Finland.

Current/Recent Projects

I have few current research projects. They are different developmental stages and target 4* and 3* publication outlets in their respective disciplines.

  • Setting up home: role of domestic materiality in new family identity formation.
  • Trial before buy: employability of international undergraduate students in Britain from employers’ perspective.
  • Dispersed Asian family, acculturation and meal consumption.  

 

PGR Supervision

I am interested in supervising PG students with an interpretive research ontology/epistemology and explore areas of family identity and consumption.


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