Dr David Hart

Associate Professor

School: Newcastle Business School

David is a member of the Marketing, Travel and Tourism Management subject group, and teaches across a range of undergraduate and postgraduate courses. His teaching focuses on digital marketing, relationship marketing and consumer behaviour and he has received multiple student awards for the quality of his teaching.

As Principal Lecturer David has undertaken a range of leadership roles, including the management of undergraduate and postgraduate courses, development of new courses such as the MSc Digital Marketing and more recently the Director of Student Recruitment and Widening Participation for the Faculty of Business and Law. David is a Fellow of the Higher Education Academy, a member of the Chartered Institute of Marketing and a member of the Academy of Marketing. David acted as co-chair for the prestigious 2016 Academy of Marketing Conference which was held at Northumbria University.

David’s research interests focus on relationship marketing principles such as customer loyalty and complaint behaviour as well as research on less traditional marketing fields including sport and the not for profit sector. His most recent research (funded by the Marketing Trust) investigates the role of national identity and charitable ethnocentrism in donor decision making towards local, national and international charities.

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Key Publications

Please visit the Pure Research Information Portal for further information
Multichannel Philanthropists versus Cash Contributors: Segmenting Charitable Donors in the Digital Age, Hart, D., Gonul, M. 29 Dec 2025, In: Nonprofit and Voluntary Sector Quarterly
Donating via the Digital Domain: A 360o of the Online Charitable Giving Landscape, Hart, D. 7 Nov 2024, The Future of Charity Marketing, London, Routledge
Developing a sport team’s global fan nation through integrating satellite fan segments, Nickolai, V., Pfeffel, F., Hart, D. 10 Nov 2023, Digital Marketing in Sports: Global Perspectives, Abingdon, United Kingdom, Routledge
Engaging and Enthusing Students in the Physical and Virtual Classroom, Gunton, L., Hart, D., Hutchinson, P. 11 Nov 2021, Organisation Studies and Human Resource Management, London, Taylor & Francis
Men’s consumer identities and their consumption norms in the perceived, conceived and lived spaces of spas, Petrylaite, E., Hart, D. 12 Feb 2021, In: Journal of Marketing Management
Spoilt for choice? Understanding how donors choose which charities to support, Hart, D., Robson, A. 20 Dec 2021, Charity Marketing, Abingdon, United Kingdom, Routledge
Understanding the Correlates of Donor Intention: A comparison of Local, National, and International Charity Destinations, Robson, A., Hart, D. 1 Jun 2021, In: Nonprofit and Voluntary Sector Quarterly
Customer Complaint Journey Mapping: A Qualitative Approach, Koussaifi, H., Hart, D., Lillystone, S. 15 Oct 2020, In: British Food Journal
Feed the world or help the heroes? Exploring how political attitudes influence charitable choice, Robson, A., Hart, D. 21 Nov 2020, In: Journal of Marketing Management
Does Charity Begin at Home? National Identity and Donating to Domestic versus International Charities, Hart, D., Robson, A. 1 Aug 2019, In: Voluntas

PGR Supervision

Helen Bower Strategic Marketing Transformation in UK Higher Education: Integration, Emotional Connection, and Executive Leadership Impact. Start Date: 01/10/2025
Joaquin Morales Luque The Impact of Generative Search Experiences on Business Website’s Traffic. An Industry perspective. Start Date: 01/10/2025 End Date: 17/10/2025
Armin Noori Asiabar Understanding the 21st Century Digital Fundraising Landscape: Adoption Barriers, Donor Behaviour, and Channels Taxonomy Start Date: 01/10/2024
Caroline Sutherland Jobs as products: Investigating the relationship between Internal Marketing practises and Employee Outcomes for Teleworkers Start Date: 01/09/2023 End Date: 17/10/2025
Joaquin Morales Luque The Impact of Generative Search Experiences on Business Websites' Traffic. An Industry perspective. Start Date: 01/10/2025
Richard Dodds The Last-Mile Experience: A Customer-Centric Investigation of how Last-Mile Delivery shapes the Customer Journey Start Date: 01/10/2019 End Date: 17/10/2025
Richard Dodds The Last-Mile Experience: A Customer-Centric Investigation of how Last-Mile Delivery shapes the Customer Journey Start Date: 01/10/2019
Caroline Sutherland Jobs as products: Investigating the relationship between Internal Marketing practises and Employee Outcomes for Teleworkers Start Date: 01/09/2023
Armin Noori Asiabar Understanding the 21st Century Digital Fundraising Landscape: Adoption Barriers, Donor Behaviour, and Channels Taxonomy Start Date: 01/10/2024 End Date: 17/10/2025