Dr Rahul Chawdhary
Faculties, departments and locations
- Faculty of Business and Social Sciences
- Department of Strategy, Marketing and Innovation
- Kingston Business School
- Kingston Hill
- Behaviour, Business and Policy
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 at Kingston Business School for the last 11 years.
I am interested in supervising PhD students in the domains of Word of Mouth, Luxury Branding, Conspiracy Theories, and Dark Personality Traits.
Awards and recognition
Research
- Winner, BA/Leverhulme Small Research Grants Scheme (2026)
- Winner, BPP/KERI Pump Priming Fund (2024)
- Winner, CResCID Research Grant (2023)
- Winner, Best Full Paper Award, Marketing & Retail track, British Academy of Management (2019)
- Winner, Academy of Marketing Research Grant (2018)
- Finalist, Market Research Society (MRS) Silver Medal, Best Paper category (2018), for the paper "The Impact of Word of Mouth on Intention to Purchase Currently Used and Other Brands"
- Winner, Director of Research Prize, Kingston Business School (2013)
Teaching
- Winner, Module of the Year – Global Marketing Management, FBSS Teaching Awards (2024)
- Winner, Teaching Excellence Award, Department of Strategy, Marketing & Innovation (2023)
- Winner, Most Innovative Teacher Award, Academic Impact Awards, Kingston University (2022)
- Winner, Lecturer of the Year Award, Kingston Business School (2021)
- Winner, Personal Tutor of the Year Award, Kingston Business School (2019)
- Runner-up, Best Use of Technology Award (2020)
- Runner-up, Lecturer of the Year Award (2020)
Qualifications
- PhD
- MSc Management and Business Studies Research
- MSc Strategic Marketing
- Postgraduate Diploma in Marketing
- SFHEA
- CMBE
Domains
Postgraduate
I am currently module leader and tutor for two postgraduate modules: Global Marketing Management, taught to students on the MSc Marketing & Brand Management programme, and International Marketing, taught to postgraduate students on the MSc International Business Management programme.
Undergraduate
I am the module leader and tutor for a final year undergraduate module, Integrated Marketing Communications, taught on the BSc Marketing & Advertising degree. Previously, I led and taught the Marketing Practice module to first-year undergraduate students on the BSc Business Management programme between 2015–2022.
Dissertations
I also supervise dissertations and research projects at both undergraduate and postgraduate levels.
Courses taught
My primary research interests are in the domains of word-of-mouth, luxury branding, personality, replications, and conspiracy theories. I have contributed to research outputs published in journals such as Nature, Journal of Business Research, Journal of Marketing Management, and International Journal of Market Research. I am on the editorial board of the Journal of Philanthropy and am Associate Editor (Marketing Area) for a recently launched journal, the International Journal of End-to-End Supply Chain Management.
I have secured external research grants as PI from the Academy of Marketing (£4,320) in 2018 and the BA/Leverhulme Small Research Grants Scheme (£9,762) in 2026.
Specialisms
- Word-of-mouth
- Luxury brands
- Dark Personality Traits
- Conspiracy theories
- Replications
Leadership & Management Roles
PGR Coordinator – Department of Strategy, Marketing & Innovation
August 2025 – to dateResearch Ethics Reviewer – Department of Strategy, Marketing & Innovation
August 2025 – to dateLearning & Teaching Lead – Department of Strategy, Marketing & Innovation
September 2022 – August 2024
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 (Programmes)
2023–2027: University of Hertfordshire
2021–2026: Coventry University, London campus
2021–2026: St Mary's University, Twickenham
2020–2023: ESCP Business School, London campus
2016–2020: Bournemouth University
External Examiner Appointments (Doctoral Viva)
2025: University of Bedfordshire
Academic Panels
2026: External Stakeholder Advisory Group, BTEC Level 3 International Marketing Qualifications (Pearson)
2024: Nominated member, KU Website Project User Working Group
2023: External Stakeholder Advisory Group, BTEC Level 3 Marketing Qualifications (Pearson)
2023: External panel member for validation of UG programmes, University of Cumbria, and PG programmes, Bishop Grosseteste University and
University of Northampton
2020: Panel member for the Personal Tutoring Review Task and Finish Group, Kingston University; internal panel member for re-validation of (a) BSc and MSc Real Estate programmes, Kingston University, and (b) re-validation of Study Group/KULISC/International One Year/Pre-Masters programmes, Kingston University
2019: External panel member for validation of the MSc International Business Management programme, Cardiff Metropolitan University
2019: Internal panel member for internal subject review of DAFI programmes, Kingston University
2019: Panel member for the University Teaching Fellowships Task and Finish Group, Kingston University
2016: Internal panel member, Kingston MBA Review Panel
Academic Mentoring
2025: Mentored a colleague in research, Department of Strategy, Marketing & Innovation, Kingston University
2025: Mentored a new colleague in the School of Life Sciences, Pharmacy and Chemistry, via the University Mentoring Scheme
2020: Mentored a new external examiner in Music Performance, Kingston University
2020: Mentored a new colleague, Department of Strategy, Marketing & Innovation, 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), 3 pp 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), 8108 pp 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), 1 pp 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), 3 pp 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), 9-10 pp 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]