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Dr Edita Petrylaite


Department: Newcastle Business School

Research Themes and Scholarly Interests

  • Gender, masculinity, consumer behaviour, motivation, aestheticism, hedonic consumption, leadership, entrepreneurship.

Current/Recent Projects

Social pressure and how conflicted masculinities construct a balanced-self through monosocial, heterosocial and homosocial spa consumption (PhD thesis, Northumbria University, 2015)

Masculinities and leadership in entrepreneurial teams (ongoing)

Key Publications

  • Robson, A. and Petrylaite, E. (2015) Masculinities and leadership in entrepreneurial teams. Paper presented at the Institute for Small Business and Entrepreneurship Gender Conference/retreat, Leeds, UK.
  • Petrylaite, E. (2012) The contemporary perception of masculinity among the new millennium male spa consumers. Gender, Work & Organization: the 7th Biennial International Interdisciplinary Conference, Keele University, Staffordshire, UK.
  • Petrylaite, E. (2012) Modern concepts of masculinity and male customer motivation in contemporary British spa. Academy of Marketing Conference, Doctoral Colloquium.Southampton University, Southampton, UK. 


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