Dayananda Palihawadana

Dayananda Palihawadana

Chair in Marketing Education
Director - MSc International Marketing Management

+44 (0) 113 343 4804
Academic, Global and Strategic Marketing Research Centre (GLOSMARC), Marketing


PhD in Marketing, University of Strathclyde, Glasgow
MSc in International Marketing, University of Strathclyde, Glasgow
BSc (Hons) in Economics, University of Colombo, Colombo
Diploma in Computer Systems Design, NIBM, Colombo


2014 to date: Chair in Marketing Education, Leeds University Business School
2001 - 2014: Senior Lecturer in Marketing, Leeds University Business School
2003-2005: Visiting Professor, Assumption University, Thailand
2002-2003: Visiting Faculty, Hull University Business School
1998-2001: Visiting Professor, IIBR, University of Pune, India
1989-2001: Senior Lecturer in Marketing, Leeds Metropolitan University
1987-1989: Visiting Lecturer in Marketing Research, Glasgow Caledonian University
1987-89: Part-time Lecturer in Marketing, Central College of Commerce, Glasgow
1986-1989: Teaching Assistant, University of Strathclyde
1981-1985: Management Consultant, NIBM Sri Lanka
1980-1981: Programmer/Analyst, NIBM Sri Lanka


Ethinicity and Marketing
International Marketing
Export Marketing


- Marketing Research module – MSc International Marketing Management and MA Corporate commitment Public Relations.
- International marketing module - MSc International Marketing Management and MA Advertising and Marketing.
- Research Methods – MSc International Marketing, MA Advertising & Marketing and MA CorporateCommuncations and Public Relations.
- Global Marketing and Export Management - MBA.
- Contributing to Services Marketing - MSc International Marketing Management.


Responsible for Learning and Teaching in Marketing both at undergraduate and postgraduate levels.
Programme Director MSc International Marketing Management and MSc Strategic Marketing and Services Management.
University Subject representative for Marketing at Trinity and All Saints College
Personal Tutor
Module Manager for Marketing Research and International Marketing modules
PhD Examiner - both internal and external
Teaching and supervision of masters level students
Supervision of doctoral students


Selected Publications

Moral Bases of Consumer Ethnocentrism and Consumer Cosmopolitanism as Purchase Dispositions (with Prince, Melvin; Yaprak, Attila), Journal of Consumer Marketing. (forthcoming).

Betrayal in buyer-seller relationships: Exploring its causes, symptoms, forms, effects, and therapies. (with L.C. Leonidou, B. Aykol, J.Hadjimarcou), Psychology and Marketing (forthcoming).

Here, There and Everywhere: The Polycentric Consumer (2016).  (with Prince, M., Cleveland, M., & Davies, M.) International Marketing Review  DOI:10.1007/978-3-319-19428-8_155

Palihawadana D., Oghazi, P., & Liu, Y. (2016). Effects of ethical ideologies and perceptions of CSR on consumer behaviour, Journal of Business Research DOI: 10.1016/j.jbusres.2016.04.060

Prince, M., Palihawadana, D.,Davies, M.A.P., & Winsor, R.D. (2015).  An integrative framework of buyer-supplier negative relationship quality and dysfunctional inter-firm conflict. Journal of Business to Business Marketing.  

Leonidou, L.C., Christodoulides, P., Kyrgidou, L.P., and Palihawadana, D. (2015).  Internal drivers and performance consequences of small firm green business strategy: moderating role of external forces. Journal of Business Ethics.

“Deconstructing Subtle Racist Imagery in Television Ads”, (with H Shabbir, M R Hyman & J Reast). Journal of Business Ethics, 115 (3), 2013, DOI: 10.1007/s10551-013-1798-8  

“Research on the import activities of firms 1960-2010: Review, assessment, and future directions”. (with Leonidou, L C and Aykol, B), Management International Review, Forthcoming 2012/13, DOI: 10.1007/s11575-012-0143-2 

“The relationship between country-of-origin image and brand image as drivers of purchase intentions: a test of alternative perspectives”, (with Diamantopoulos, A and Schlegelmilch, B International marketing Review, 2011, DOI: 10.1108/02651331111167624

“The Impact of National Export Promotion Programs on the Firm’s Export Performance:  A Resource-Based Perspective”, (with L.C. Leonidou), Journal of International Marketing, 2011, DOI: 10.1177/0276146713497756 

“Evaluating the green advertising practices of international firms: A trend analysis”,  (with L.C. Leonidou and L. Leonidou),  International Marketing Review, 2011, DOI: 10.1108/02651331111107080 

“Prescription drug communication strategies: A comparative analysis of physician attitudes in Europe, the Middle East and the Far East”, (with J.D Reast, A. Lindgreen, A, and G. Spickett-Jones), Journal of Marketing Management, 2010, DOI: 10.1080/0267257X.2011.547079

“Drivers and outcomes of importer adaptive behavior in international business relationships”,  (with L.C.  Leonidou, and C. Leonidou),  Journal of World Business, 2011, DOI: 10.1016/j.jwb.2010.10.013 

“Multi-Dimensional Review of 25 years of Psychology & Marketing”, (with H.A. Shabbir and J.D. Reast), Psychology & Marketing, 2009, 25, pp.1031-1065, DOI: 10.1002/mar.20311 

“The ethical aspects of direct-to-consumer advertising of prescription drugs in the United Kingdom: Physicians versus consumer views”, (with J. D. Reast and H. A.Shabbir), Journal of Advertising Research, 48,3, 2008, pp. 45-464, DOI: 10.2501/S0021849908080458

“Exploring the components of success for the Korean chaebols”, (with D. S. Choi and P. Michell), The Journal of Business & Industrial Marketing, 23, 5, 2008, pp. 311-322, DOI: 10.1108/08858620810881584  

“Investigating the export marketing activity of SMEs operating in international health markets”, (with B. R. Barnes and R. Chakrabarti), International Journal of Medical Marketing, 2, 4, 2007, pp, DOI: 10.1057/palgrave.jmm.5050033 

“Determining the antecedents and consequences of donor-perceived relationship quality - A dimensional qualitative research approach” (with H. Shabbir and D. Thwaites), Psychology and Marketing, 24, pp.271-293, 2007, DOI: 10.1002/mar.20161 

“British consumers evaluations of U.S. versus Chinese goods: A multi-level and multi-cue comparison”, (with L. Leonidou and M. Talias, European Journal of Marketing, 41, pp.786-820, 2007, DOI: 10.1108/03090560710752401

“An analytical review of the factors stimulating smaller firms to export; Implications for policy-makers” (with L.C. Leonidou, C.S. Katsikeas, and S. Spyropoulou, International Marketing Review, 24, pp.735-770, 2007, DOI: 10.1108/02651330710832685

“The Dynamics and Implications of Relationship Quality in the Charity-Donor Dyad”, (with H.A. Shabbir and D. Thwaites). In The Routledge Nonprofit Marketing Companion. (Eds. Sargeant, Adrian and Wymer, Walter)., pp. 110-143, 2007, DOI: 10.4324/9780203936023.ch3 

“Developing a model of interorganisational tolerance in client-agency relationships”, (with M. Davies), International Journal of Advertising, 25, 3, pp. 381-407, 2006.
“An integrated model of the behavioural dimensions of industrial buyer-seller relationships”, L.C. Leonidou and M. Theodosiou, European Journal of Marketing, 40, pp.145-173, 2006, DOI: 10.1108/03090560610637365  

“Investigating agency-client relationships in the Polish advertising Industry”, (with B.R, Barnes), International Journal of Advertising, 24, pp.487-504, 2005, DOI

“UK physicians’ attitudes towards direct to consumer advertising of prescription drugs: an extension and review”, (with J.D. Reast and G. Spickett-Jones), International Journal of Advertising, 23, pp.229-252, 2004.

“Client loyalty and defection in the corporate legal industry”,(with B.R. Barnes, Service Industries Journal, 24, pp.101-114, 2004.

“The Measurement and Enhancement of Service Quality in Dental Healthcare”, (with B.R. Barnes), Health Services Management, 17, pp.229-236, 2004.

“Freelancing: issues and trends for public relations practice”, (with R Tench and J. Fawkes), Journal of Communication Management, 6, pp.311-322, 2002.

“E-marketing in perspective: a three country comparison of business use of the Internet”, (with S. Adam, R. Mulye, and K.R. Deans), Marketing Intelligence & Planning, 20, pp. 243-252, 2002.

“A three country comparison of internet marketing” (with S. Adam, R. Mulye and K.R.Deans), ANZMAC: Bridging Marketing Theory and Practice, 2001

“Modelling module evaluation in marketing education” (with G. Holmes), Quality Assurance in Education, 7, 1, pp. 41-46.

"The Internet’s impact on B2B sales management: Some Australian evidence", (with L.F. Pitt, B.R. Barnes, R. Chakrabarti, E. Ewing and E. Leong), International Journal of Technology Marketing, 2(4), 348-363, 2007.

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