Associate Professor Dr Charles Jebarajakirthy

Associate Professor Dr Charles Jebarajakirthy

  • Associate Professor
Department of Marketing Strategy & Innovation
Google Scholar ORCID

Biography

Charles is a renowned marketing academic in the Asia Pacific region with national reputation for the highest quality research, teaching, service and the community engagement focussing on the marketing and broader business field to produce positive impacts on society and to resolve the problems facing society.

Charles has published more than 80 papers in reputed Marketing journals (A* and A ranked journals in ABDC list) including European Journal of Marketing, Industrial Marketing Management, Journal of Business Research, Journal of Travel Research, Psychology & Marketing, Information Technology & People, Journal of Marketing Management and International Journal of Hospitality Management, among others. In the recent years, Charles has been recognised as a leader in secondary research methods (i.e., systematic literature review and meta-analysis).  Charles is ranked in the Top 2% of Scientists in the World based on the Science-wide Author Database developed Stanford University in 2024.

Charles has consistently demonstrated a remarkable commitment to excellence in teaching. Charles believes in the teaching philosophy that students should be co-creators of knowledge than passive learners, and his teaching strategies emanate from this philosophy. He has taught in four universities in Australia. He is a Senior Fellow of HEA (Higher Education Academy, UK) and has received multiple awards for teaching excellence including the Teaching Citations for 2021 and Teaching Excellence Recognition Scheme (TERS) award from Griffith Business School. His pedagogical approach is characterized by innovation, inclusivity, and a genuine passion for authentic learning.

Similar to teaching innovation, based on his extensive PhD supervisory experience, Charles introduced an innovative PhD supervisory approach  that makes students highly productive and engaged in their PhD journey and enables them to write multiple (normally more than six) and conceptually distinctive papers targeting top rated journals (mostly ABS 3) along the PhD journey while ensuring completion of their PhD within the allocated time. He immensely contributed to enhancing the HDR supervisory practices not limited to marketing domain but in broader business field. Building on his supervisory approach, he now widely conducts HDR supervisor training programs and mentor HDR supervisors into effective supervisory practices.

In terms of service, he has held various leadership and service roles in the Department, Faculty and University levels throughout his academic career.  He has successfully developed and applied simple, softer and very cost-effective approaches to build a research culture in young and growing Business Schools thereby increasing their research outputs in a shorter time. Charles has received several awards during his academic career including ‘Teaching Citations’, “The PhD Thesis of the Year in the Faculty of Business and Law, Swinburne University”, “Best Reviewer Award (2018 Literati Award for Outstanding Reviewer for Marketing Intelligence and Planning) and Best paper award. He has edited special issues for reputed journals including Psychology & Marketing and Journal of Strategic Marketing.  

Academic & Professional Qualifications

PhD in Marketing, Swinburne University, Australia
MBA in Marketing, University of Colombo, Sri Lanka
BBA Hons, Eastern University, Sri Lanka
SFHEA,

Research Interests

  • Sustainability
  • Customer behaviour
  • Technological marketing
  • Meta-analysis and literature review methods

Teaching Areas

  • Market Research
  • Customer behaviour
  • International Marketing
  • Strategic Marketing

Courses Taught

  • Market Research
  • Customer behaviour
  • International Marketing
  • Strategic Marketing
  • Research Methodology
  • Fundamentals of Marketing/Principles of Marketing
  • Marketing Management

Notable Publications

  1. Jebarajakirthy, C., Sivapalan, A., Das, Manish., Maseeh, H. I., Ashaduzzaman, Md., Strong, C., & Sangroya, D. (2023). A meta-analytic integration of the Theory of Planned Behaviour and the Value-Belief-Norm model to predict green consumption. European Journal of Marketing. (ABDC Rank A*)
  2. Ashaduzzaman, M., Jebarajakirthy, C., Weaven, S., Maseeh, H. I., Ross, M. & Surachartkumtonkun, J., (2023). A Meta Analysis on Peer-to-Peer Accommodation Adoption. Psychology & Marketing. (ABDC Rank A)
  3. Maseeh, H. I., Jebarajakirthy, C., Sivapalan, A., & Ross, M., (2023).  understanding smartphone users’ app usage with restricted permissions: Information Technology & People (ABDC Rank A)
  4. Chopra, I. P., Jebarajakirthy, C., Acharyya, M., Saha, R., Maseeh, H. I., & Nahar, S. (2023). A Systematic Literature Review on Network Marketing: What Do We Know and Where Should We Be Heading? Industrial Marketing Management, In press. (ABDC Rank A*)
  5. Swain, S., Jebarajakirthy, C., Sharma, B. K., Maseeh, H. I., Agrawal, A., Shah, J., & Saha, R. (2023). Place Branding: A Systematic Literature Review and Future Research Agenda. Journal of Travel Research, (ABDC Rank A*).
  6. Maseeh, H. I., Sangroya, D., Jebarajakirthy, C., Adil, M., Kaur, J., Yadav, M. P., & Saha, R. (2022). Anti‐consumption behavior: A meta‐analytic integration of attitude behavior context theory and well‐being theory. Psychology & Marketing. (ABDC Rank A)
  7. Ashaduzzaman, M., Jebarajakirthy, C., Weaven, S., Maseeh, H. I., Das, M., & Pentecost, R., (2022). Predicting collaborative consumption behaviour: A meta-analytic path analysis on the theory of planned behaviour, European Journal of Marketing (ABDC Rank A*)
  8. Mehta, P., Jebarajakirthy, C., Maseeh, H. I., Anubha, D., Saha, R., & Dhanda, K. (2022). Artificial Intelligence in Marketing: A Meta-Analytic Review. Psychology & Marketing (ABDC Rank A)
  9. Shankar, A., Jebarajakirthy, C., Nayal, P., Maseeh, H. I., Kumar, A., & Sivapalan, A. (2022). Online Food Delivery: A Systematic Synthesis of Literature Framework Development, International Journal of Hospitality Management (ABDC Rank A*)
  10. Maseeh, H. I., Jebarajakirthy, C., Pentecost, R., Ashaduzzaman, M., Arli, D., & Weaven, S. (Forthcoming). “A Meta-Analytic Review on Mobile Advertising”. Journal of Business Research (ABDC Rank A)
  11. Maseeh, H., Jebarajakirthy, C., Pentecost, R., Arli, D., Weaven, S., and Ashaduzzaman, M. (Forthcoming) “Privacy concerns in e-commerce: a multilevel meta-analysis” Psychology & Marketing (ABDC Rank A)
  12. Ashaduzzaman, M., Jebarajakirthy, C., Das, M. and Shankar, A. (Forthcoming) Acculturation and apparel store loyalty among migrants in Western countries. Journal of Marketing Management. pp. to be confirmed (ABDC Rank A)
  13. Srivastava, A., Mukherjee, S., and Jebarajakirthy, C. (2020) “Aspirational Consumption at the Bottom of Pyramid: A Review of Literature and Future Research Directions” Journal of Business Research 110, 246-259 (ABDC Rank A)
     

Achievements & Accolades

  • 2023- UNDP (AD $ 90,000) for a project on “Development of the Pacific Digital and Financial Literacy Survey Data Portal”. The value of the proposal/ project A$ 90000-95000. (Co- Investigator)
  • 2018- ANZMAC Retail SIG (AD $ 2500) for a study titled “On-the-go consumption behaviour of Australian consumers” (Chief investigator) Other investigators: Associate Professor Sean Sands, Swinburne University of Technology). 
  • 2020- Lysn Pty Ltd- (AD $ 9900) for a project on “people’s acceptance and challenges of adopting digital mental health services”. (Chief investigator)
  • 2021- Sadath BusinessGroup (SBG) (AD $ 10000) “Economic inclusion of women through: A cottage industry development initiative” (Chief investigator)
     

Achievements

  • The PhD Thesis of the Year 2015 in the Faculty of Business and Law, Swinburne University (The best PhD Thesis Award from the Faculty for 2015). 
  • Best Reviewer, in the Track “Business Network, Distribution and Retailing” at the ANZMAC 2018 
  • 2018 Literati Award for Outstanding Reviewer for Marketing Intelligence and Planning (A ranking journal in ABDC listing)
  • Best paper, in the Track “Retailing and Distribution” at the ANZMAC 2019 for the paper titled “Retailer selection compulsion at the BoP”
  • Award of ‘Top Cited Article 2021-2022’ in Psychology & Marketing
  • Teaching Citations 2021, Griffith Business School
     

Professional Associations

Member of Australian and New Zealand Marketing Academy (ANZMAC)