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Dr David Hart

Associate Professor

Department: 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.

Key Publications

  • Please visit the Pure Research Information Portal for further information
  • 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
  • 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. 19 Jun 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
  • The post-Brexit donor: segmenting the UK charitable marketplace using political attitudes and national identity, Robson, A., Hart, D. Dec 2019, In: International Review on Public and Nonprofit Marketing
  • Student Complaint Behaviour ‘Half the World Away’:: Investigating student responses to dissatisfactory experiences at International Branch Campuses, Holland, J., Hart, D. 10 Mar 2018, In: Studies in Higher Education
  • Charity Begins at Home: Understanding the role of national identity on propensity to donate to local, national and international charities, Hart, D., Robson, A. 2017
  • ‘Radical marketing, meet Newcastle upon Tyne’: reflections on a memorable AM2016 [Editorial], McLeay, F., Coates, N., Dzhafarova, E., Hart, D., Woodruffe-Burton, H. 7 Aug 2017, In: Journal of Marketing Management
  • The ‘club versus country’ debate: investigating English fan loyalty toward club and national teams, Hart, D. 10 Nov 2017, In: Soccer & Society

PGR Supervision

  • Maria Ratz Crowdfunding in German association football clubs: Identifying supporters’ drivers to invest Start Date: 09/09/2019 End Date: 21/01/2021
  • Hiba Koussaifi Understanding the negative emotions, consumer complaint behaviour responses and social dynamics occurring during dissatisfactory incidents in restaurants Start Date: 24/09/2012 End Date: 01/06/2018
  • Kirk Dodds How the 'functions' of mobile applications can be used to build a customer relationships in the cycling sector? Start Date: 01/03/2018
  • Valentin Nickolai A Comparison of Satellite and Local Sports Fans' Motivations for Social Media Engagement and its Effect on Fan Loyalty Start Date: 01/10/2019
  • Richard Dodds Last-mile delivery and returns in customer experience: a customer-centric approach Start Date: 01/10/2019
  • Kate Harland Hospitality in a high-tech, high-touch context: an exploration of the guest-tech-host relationship Start Date: 06/01/2020
  • Richard Gay Start Date: 21/11/2018
  • Hiba Koussaifi Understanding the negative emotions, consumer complaint behaviour responses and social dynamics occurring during dissatisfactory incidents in restaurants Start Date: 24/09/2012 End Date: 01/06/2018


  • Marketing PhD June 30 2009
  • Marketing BA (Hons) September 01 2000
  • Fellow (FHEA) Higher Education Academy (HEA) 2005

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