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Dr Padmali Rodrigo

Senior Lecturer

Department: Newcastle Business School

Dr. Padmali Rodrigo is a Senior Lecturer in marketing and the programme leader for BA(Hons) Marketing Management and Business  (Top-up) and Business with Law degree programmes at Northumbria University.  She is also the module leader for supporting study modules delivered across all top-up programmes within the business school in Newcastle, London and Hong Kong. She holds a PhD in Marketing from Northumbria University U.K. She is also a Chartered Marketer, a mentor and a  member (MCIM) of the Chartered Institute of Marketing (CIM), American Academy of Advertising (AAA) and holds a professional diploma in marketing from the CIM. Prior to joining Northumbria, she was a research fellow at University of Portsmouth.

Her research interests are in persuasive communication, religious tourism, consumer behaviour and social media effectiveness. She also conducts pedagogical research on the experience of doctoral students and student engagement using Neuro-Linguistic Programming (NLP).

She has published her work in journals such as Journal of Sustainable Tourism, Psychology & Marketing, Journal of Retailing and Consumer Services and International Journal of Tourism Research.

Dr Rodrigo is also a member of the editorial advisory board for the International Journal of Culture Tourism and Hospitality Research and acts as an associate editor in Heliyon journals. She is an Associate Fellow of the Higher Education Academy and acts as an active reviewer in many academic journals in marketing and tourism subject areas. 

Padmali Rodrigo

Research Themes and Scholarly Interests

My current main research interests are on mis/disinformation and it's influence on consumer attitudes and beliefs, message framing and consumer decision making, country of origin effects, religious consumption, sustainable behaviour and effect of consumer values on consumer purchase decisions. I am competent in both qualitative and quantitative research and utilise techniques such as structural equation modeling, mean-end-chain based laddering interviews in my research. 

Key Publications

  • Please visit the Pure Research Information Portal for further information
  • Corporate social responsibility in the luxury sector: The role of moral foundations, Hang, H., Rodrigo, P., Ghaffari, M. 12 Aug 2021, In: Psychology and Marketing
  • Loss or gain? The role of message framing in hotel guests' recycling behaviour, Grazzini, L., Rodrigo, P., Aiello, G., Viglia, G. Nov 2018, In: Journal of Sustainable Tourism
  • The determinants of foreign product preference amongst elite consumers in an emerging market, Rodrigo, P., Khan, H., Ekinci, Y. 1 Jan 2019, In: Journal of Retailing and Consumer Services
  • Halal holidays: How is value perceived by Muslim tourists?, Rodrigo, P., Turnbull, S. 1 Sep 2019, In: International Journal of Tourism Research
  • Exploring doctoral students' expectations of work-based skills training, Candy, J., Rodrigo, P., Turnbull, S. 12 Aug 2019, In: Higher Education, Skills and Work-based Learning

PGR Supervision

Luke Norris Start Date: 01/10/2021


  • Marketing PhD July 24 2014
  • Marketing MSc March 04 2010
  • Business andManagement Studies BA (Hons) March 05 2009
  • Chartered Marketer Cmktr 2020
  • Associate Fellow in Higher Education Academy AFHEA 2020

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