Dr Rahul Chawdhary
Faculties, departments and locations
- Faculty of Business and Social Sciences
- Department of Strategy, Marketing and Innovation
- Kingston Business School
- Kingston Hill
Senior Lecturer in Marketing Strategy
- Email:
- [email protected]
About
I am a senior lecturer in marketing strategy at Kingston Business School within the Department of Strategy, Marketing and Innovation. I have been teaching both undergraduate and postgraduate students in the Kingston Business School for the last 8 years. I am interested in supervising PhD students in the domain of Word of Mouth, Luxury Branding, Conspiracy Theories and Personalities.
Awards, recognitions and research grants
1. Winner, KBS award for Teaching Excellence, Dept. of SMI (2023) and Most Innovative Teacher award, Academic Impact Awards, Kingston University (2022).
2. Winner, Lecturer of the Year award, KBS (2021).
3. Winner, Best Full Paper award in the Marketing & Retail track at British Academy of Management (2019).
4. Winner, Personal Tutor of the Year award, KBS (2019).
5. Winner, Academy of Marketing Research Grant (2018) & Director of Research Prize, KBS (2013).
6. Runners Up, Best Use of Technology award in (2020).
7. Runners Up, Lecturer of the Year award in (2020).
8.. Finalist for Market Research Society (MRS) Silver Medal in the best paper category in 2018 for the research paper titled: "The Impact of Word of Mouth on Intention to Purchase Currently Used and Other Brands".
Qualifications
- PhD
- MSc Management and Business Studies Research
- MSc Strategic Marketing
- Postgraduate Diploma in Marketing
- SFHEA
- CMBE
Domains
Postgraduate modules
I am currently module leader and tutor for two post graduate modules: Global Marketing Management taught to students of MSc Marketing & Brand Management and MSc Marketing Communications & Advertising. Furthermore, I also lead and teach on the International Marketing module which is delivered to post-graduate students pursuing MSc International Business Management and MSc Financial and Business Management.
Undergraduate modules
I am the module leader and tutor for an under-graduate module called Integrated Marketing Communications taught on the BSc Marketing & Advertising degree. I led and taught Marketing Practice module to the first-year undergraduate students of BSc Business Management between 2015–2022.
Dissertations
I also supervise dissertations and research projects at both undergraduate and postgraduate levels.
Course director
Courses taught
My primary research interest is in the domain of word of mouth, luxury branding, personality and conspiracy theories. My research has been published in journals such as Journal of Business Research, Journal of Marketing Management, and International Journal of Market Research. I was the lead guest editor for a special issue in the Journal of Philanthropy & Marketing on Covid-19 and Donation Behaviour.
I have also reviewed manuscripts for journals such as Studies in Higher Education, Journal of Interactive Marketing, Journal of Business Research, and European Journal of Marketing. I am a member of the editorial board of Journal of Philanthropy & Marketing (formerly International Journal of Non-Profit and Voluntary Sector Marketing).
I am also founding member of WOM Research Group within Kingston Business School.
I secured an external research grant as PI from the Academy of Marketing (£4,320) in 2018 and an internal research grant as PI from CResCID (£2,984) in 2023 and BPP/KERI (£8,250) in 2024.
Specialisms
- Word of Mouth
- Luxury Brands
- Personality
- Conspiracy Theories
Learning & Teaching Lead - Department of Strategy, Marketing & Innovation
- September 2022 - till date
Course director
- September 2020 -August 2022: Course Leader, L6, BSc Business Management
- January 2016 - August 2018: MSc International Business Management (incl. all pathways).
- September 2015 - April 2016: Bachelor of Business Administration (BBA).
External examiner appointments
- 2023-2027: University of Hertfordshire
- 2021-2025: Coventry University, London campus
- 2021-2025: St. Mary's University, Twickenham
- 2020-2023: ESCP Business School, London campus
- 2016-2020: Bournemouth University.
Academic panels
- 2024: Nominated member KU Website Project User Working Group
- 2023: Panel member BTEC Level 3, Marketing qualifications (Pearson)
- 2023: External panel member for validation of UG programs, University of Cumbria and PG programs, Bishop Grosseteste University and University of Northampton.
- 2020: Panel member for personal tutoring review task and finish group, Kingston University; internal panel member for re-validation of (a) BSc and MSc Real Estate programs, Kingston University; (b) e-validation of study group/KULISC/International one year/pre-masters programs, Kingston University.
- 2019: External panel member for validation of MSc International Business Management program, Cardiff Metropolitan University.
- 2019: Internal panel member for internal subject review of DAFI programs, Kingston University.
- 2019: Panel member for university teaching fellowships task and finish group, Kingston University.
- 2016: Internal panel member of the Kingston MBA Review Panel
Academic mentoring
- 2020: Appointed mentor for the new external examiner in Music Performance, Kingston University
- 2020: Appointed mentor for a new colleague, SMI department, Kingston University.
Publications
Reflexive effects of articulated negative word of mouth on the sender’s Brand Hate and future NWOM intentions: mediating role of Brand Hate and coping mechanisms
Chawdhary, Rahul, Ivanova, Anna and Chaudhary, Arslan, 2026, International Journal of Market Research (68), 3pp 379-401, Published
Investigating the replicability of the social and behavioural sciences
Tyner, Andrew H., Abatayo, Anna Lou, Daley, Mason, Field, Samuel, Fox, Nicholas, Haber, Noah A., Hahn, Krystal M., Struhl, Melissa Kline, Mawhinney, Brinna, Miske, Olivia, Silverstein, Priya, Soderberg, Courtney K., Stankov, Theresa, Abbasi, Ahmed, Aberson, Christopher L., Aczel, Balazs, Adamkovič, Matúš, Albayrak, Nihan, Allen, Peter J., Andreychik, Michael, Awtrey, Eli, Axxe, Erick, Azevedo, Flavio, Bader, Miles D., Bago, Bence, Bailey, James, Bakker, Marjan, Banik, Gabriel, Banks, George C., Baskin, Ernest, Batruch, Anatolia, Beatteay, Annika, Behr, Sophie M., Berente, Nicholas, Berry, Zachariah, Białkowski, Jędrzej, Bodroža, Bojana, Boeschoten, Laura, Bognar, Miklos, Bokhove, Christian, Bonfiglio, Diane, Bouwman, Robin, Brady, Timothy F., Braithwaite, Scott R., Briceño Jiménez, Gabriel, Brick, Cameron, Bricka, Traci, Briker, Roman, Brown, Annette N., Brown, Gordon D. A., van Aert, Robbie C. M., Caldwell, Kathryn, Capitan, Sara, Capitán, Tabaré, Chandler, Jesse, Charles, Tessa, Chartier, Christopher R., Chawdhary, Rahul, Cheng, Kent Jason, Chopik, William J., Clark, Bruce, Colvin, Victoria E., Comer, C. Cozette, Costantini, Giulio, Coupé, Tom, Cummins, Jamie, Czernatowicz-Kukuczka, Aneta, de Leeuw, Joshua, Dobolyi, David, Druckman, James N., Duan, Jianhua, Dujmović, Marin, Dunleavy, Daniel J., Durkee, Patrick K., Emery, Cécile, Esterling, Kevin M., Evans, Thomas R., Fedor, Anna, Fernández-Castilla, Belén, Fiala, Nathan, Field, James G., Fong, Nathan, Fonseca, Miguel A., Freeman, Alexandra L. J., Freese, Jeremy, Geiger, Sandra J., Geng, Jing, Getz, Laura M., Geven, Linda Marjoleine, Gleibs, Ilka Helene, Gonzales, Donna Pamella, Gooty, Janaki, Gourdon-Kanhukamwe, Amélie, Greculescu, Cristina, Griffin, Siobhán M., Grigoryan, Lusine, Grunow, Martina, Gunby, Nicholas, Hall, Braeden, Hanel, Paul H. P., Hannon, Erin E., Harper, Sam, Held, Marco Jürgen, Hickman, Louis, Higgins, Nathan C., Hippel, Svenja, Hoeppner, Sven, Hong, Sanghyun, Hostler, Thomas J., Inzlicht, Michael, Izydorczak, Kamil, Jaeger, Bastian, Jankowsky, Kristin, Jarke-Neuert, Johannes, Jensen, Matthew, Jokić, Biljana, Jolles, Daniel, Jolly, Phillip, Jones, Angela M., Juanchich, Marie, Kačmár, Pavol, Kapoor, Hansika, Keljanovic, Andjela, Koirala, Samjhana, Kołczyńska, Marta, Kouroupaki, Dimitra, Kühnen, Ulrich, Landgrave, Michelangelo, Larson, Michael J., Laulié, Lyonel, Lawrence, Alice C. E., Le Forestier, Joel M., Leahy, Katelin E., Lee, Sungmok, Leslie, Jared, Lewis, Savannah C., Limnios, Christopher, Lin, Hause, Liu, An-Chiao, Lloyd, John Wills, Ludvig, Elliot A., Lynott, Dermot, MacDonald, Jordan, Mallik, Peter, Mallinson, Daniel J., Marinazzo, Daniele, Martarelli, Corinna S., Matacotta, Joshua, McBride, Andrew, McHugh, Cillian, McMillan, Gail, Méndez, Esteban, Metzger, Mitchell, Michaelides, Michalis P., Michalak, Johannes, Micheli, Leticia, Miller, Jeremy K., Milyavskaya, Marina, Molden, Daniel C., Monjaras, Ambar G., Moreau, David, Morrow, Audrey, Moya, Cristóbal, Mudrik, Liad, Mulder, Laetitia B., Munt, Katie A., Nandi, Arijit, Nason, Kathryn, Nast, Carolin, Nave, Gideon, Nax, Heinrich H., Neubauer, Florian, Nguyen, Phuong Linh L., Nichols, Austin Lee, Nilsonne, Gustav, O’Boyle, Ernest, Oettinghaus, Jule, Oh, Jeewon, Oshana, Adoril, Ostermann, Thomas, Ostrowski, Rachel P., Oyebanjo, Abiola, Panczak, Radoslaw, Patrianakos, Jamie, Pavez, Ignacio, Pavlov, Yuri G., Persson, Sofia, Perugini, Marco, Peters, Kim, Pieters, Constant, Ponizovskiy, Vladimir, Porter, Nathaniel D., Prenoveau, Jason M., Purić, Danka, Purol, Mariah F., Puthillam, Arathy, Quinn, Kimberly A., Ramljak, Marco, Reed, W. Robert, Ritchie, Michaela, Ritzau, Margaret, Roche, Sean Patrick, Rodela, Romina, Röer, Jan Philipp, Ropovik, Ivan, Rothschild, Jacob, Saal, Justine, Safadi, Hani, Samaha, Jason, Sanchez, Mary, Sankaran, Soorya, Santos, David, Sargent, Amanda C., Sauter, Marian, Schmidt, Kathleen, Schnabel, Landon, Schroeder, Amber N., Schuetz, Sebastian W., Schuetze, Brendan A., Schulte-Mecklenbeck, Michael, Schütz, Astrid, Sevigny, Eric L., Shackleton, Ellie, Shafranek, Richard M., Shaki, Samuel, Shakya, Shishir, Sirota, Miroslav, Sisco, Matthew Ryan, Sitnikov, Maksim M., Slevc, L. Robert, Smalarz, Laura, Smith, Colin Tucker, Snyder, Joel S., Sommet, Nicolas, Sonmez, Fatih, Spellman, Barbara A., Stanulewicz-Buckley, Natalia, Stock, George, Street, Chris N. H., Strømland, Eirik, Sundelin, Tina, Syed, Moin, Szabelska, Anna, Szaszi, Barnabas, Szumowska, Ewa, Tagat, Anirudh, Täuber, Susanne, Tay, Louis, Thapa, Stuti, Thatcher, Jason, Tsaklakidou, Domna, Tummers, Lars, Turkovich, Elise, Tutor, Melba Verra, Urbanska, Karolina, van ’t Veer, Anna Elisabeth, van Assen, Marcel, van de Ven, Niels, van den Goorbergh, Ruben, Vargo, Elisabeth Julie, Vaughn, Leigh Ann, Vazire, Simine, Vermeulen, Jentien M., Vo, Diem Thi Hong, Volkman, Victor, Wagenmakers, Eric-Jan, Wagner, Deliah, Walasek, Lukasz, Walter, Frank, Warmelink, Lara, Wei, Liuqing, Weißflog, Marie Isabelle, Weller, Nicholas, Wichman, Aaron L., Wilbiks, Jonathan, Williams, Jamal R., Wolfe, Kelly, Wort, Finnian, Wright, Ryan, Wulff, Jesper N., Xue, Xindong, Yan, Veronica X., Yang, Yuzhi, Yoon, Sangsuk, Žeželj, Iris, Zhang, Yinxian, Ziano, Ignazio, Zogmaister, Cristina, Zupan, Zorana, Zwaan, Rolf A., Nosek, Brian A. and Errington, Timothy M., 2026, Nature (652), 8108pp 143-150, Published
Measuring the impact of US regulatory sanctions on banks: an eWOM based analysis of relative market sentiment
Dodwani, Bijal, Pereira, John Sebastian, Chawdhary, Rahul and Nurullah, Mohamed, 2026, International Journal of Bank Marketing, E-pub ahead of print
Investigating the effectiveness of received offline word of mouth: role of acquired and ascribed homophily
Chawdhary, Rahul and Weber, Laura, 2025, FIIB Business Review (14), 1pp 58-70, Published
Cleantech incubators within the sustainable entrepreneurial ecosystem: fundraising sources, income generation strategies and the role of public support
Pierrakis, Yannis, Ivanova, Anna and Chawdhary, Rahul, 2024, Strategic Change, Accepted/In press
Co-branding as a masstige strategy for luxury brands: desirable or not?
Quamina, La Toya, Xue, Melanie Tao and Chawdhary, Rahul, 2023, Journal of Business Research (158), Published
Editorial: special issue Covid-19 and donation behaviour : evidence on different types of donation behaviour from different countries
Chawdhary, Rahul, Merz, Eva Maria and van Weert, Anton, 2022, International Journal of Nonprofit and Voluntary Sector Marketing (27), 3, Published
The impact of word of mouth on intention to purchase currently used and other brands
East, Robert, Romaniuk, Jenni, Chawdhary, Rahul and Uncles, Mark, 2017, International Journal of Market Research (59), 3pp 321-334, Published
Investigating the consequences of word of mouth from a WOM sender's perspective in the services context
Chawdhary, Rahul and Dall’Olmo Riley, Francesca, 2015, Journal of Marketing Management (31), 9-10pp 1018-1039, Published
View from reviews: mining service quality from UK retail banks customer‘s eWOM
Dodwani, Bijal, Chawdhary, Rahul, Pereira, John Sebastian and Nurullah, Mohamed (2024). [Published]
Marketing for scientists
Chawdhary, Rahul (2019). In: Mellor, Robert B., (eds.), Bingley, U.K.:pp 113-128 [Published]
View from reviews: mining service quality from UK retail banks customer‘s eWOM
Dodwani, Bijal, Chawdhary, Rahul, Pereira, John Sebastian and Nurullah, Mohamed(2024). [Published]
Luxury beyond labels: investigating the effectiveness of co-branding vs brand extension in transforming fashion houses into hospitality brands
Quamina, La Toya, Xue, Melanie and Chawdhary, Rahul(2024). [Published]
Designing curriculum via 3C framework
Chawdhary, Rahul(2023). [Published]
Reflexive effects of negative word of mouth on brand hate
Chawdhary, Rahul, Ivanova, Anna and Chaudhary, Arslan(2023). [Published]
Reflexive effects of negative word of mouth: pilot study
Chawdhary, Rahul, Ivanova, Anna and Chaudhary, Arslan(2023). [Published]
Brand love & hate: how given word of mouth shapes brand relationships
Chawdhary, Rahul and Chaudhary, Arslan(2022). [Published]
Sharing my experience or yours: the differential influence of self, social and social intention needs in stimulating positive word of mouth
Chawdhary, Rahul, Dall'olmo Riley, Francesca and Hand, Christopher(2019). [Published]
Are millennials different from non-millennials in their recommendations?
Chawdhary, Rahul and Dall'olmo Riley, Francesca(2019). [Published]
Psychological drivers of social talk: my experience or yours?
Chawdhary, Rahul, Dall'olmo Riley, Francesca and Hand, Christopher(2019). [Published]
Are you listening to me: effect of recommendation rejection and acceptance on the WOM Sender?
Chawdhary, Rahul, Dall'Olmo Riley, Francesca and Lomax, Wendy(2017). [Published]
Replication: what makes online review helpful in emerging markets
Elwalda, Abdulaziz, De Oliveira, Mauro and Chawdhary, Rahul(2017). [Published]
Return to sender: exploring the consequences of WOM on the person who articulated it
Chawdhary, Rahul, Dall'Olmo Riley, Francesca and Lomax, Wendy(2016). [Published]
Understanding the boomerang effect of articulating word of mouth on the communicator's own commitment and loyalty
Chawdhary, Rahul and Dall'Olmo Riley, Francesca(2015). [Published]
Outcomes of articulating word of mouth: a review and synthesis of the literature
Chawdhary, Rahul and Dall'Olmo Riley, Francesca(2015). [Published]
Investigating antecedents and consequences of word of mouth from a WOM sender's perspective in the services context
Chawdhary, Rahul and Dall'Olmo Riley, Francesca(2014). [Published]
Antecedent and consequences of positive word of mouth from WOM sender's perspective: a conceptual framework in the services context
Chawdhary, Rahul and Dall'Olmo Riley, Francesca(2014). [Published]
Service encounters: case for understanding organisational sub-cultures
Chawdhary, Rahul and Dall'Olmo Riley, Francesca(2014). [Published]
An empirical investigation of customer satisfaction-PWOM-service loyalty link from the WOM sender's perspective in the services context.
Chawdhary, Rahul(2013). [Published]
Investigating the consequences of word of mouth from a WOM sender's perspective in the services context
Chawdhary, Rahul (2015), PhD thesis [Accepted/In press]