Prof. (Dr.) Laknath Jayasinghe

Professor & Vice Dean (Research)

M.Phil (University of Queensland); PhD. (University of Melbourne)

Prof. (Dr.) Laknath Jayasinghe is an Professor & Vice Dean (Research) at JGBS. He is also Associate Director at JGU’s Centre for India Australia Studies (CIAS).


Australian born and raised, Laknath gained his PhD in consumer anthropology at the University of Melbourne after completing his MPhil research in cultural and gender theory at the University of Queensland. He additionally holds a BBus degree (in marketing) from Queensland University of Technology and a BSc from the University of Melbourne.



Laknath’s research examines the deep meanings and processes of consumer culture. He uses advanced qualitative techniques and applies a sociocultural lens to understand how and why people are attracted to, desire, purchase, and consume brands, products, services, and ideas. He frames this through the contexts of cultural identity and globalisation, social class, gender, sexuality, and family identity.


His research on television advertising engagement in family homes, published in the elite Journal of Consumer Research, was acclaimed by the renowned Marketing Science Institute as one of 16 “must read” scholarly marketing research articles published globally in 2013. In 2015, Laknath’s work on researcher reflexivity was the lead paper in a special issue of Australasian Marketing Journal; and his recent co-authored article on collective consumer reflexivity appears in the top-tier scholarly journal, Marketing Theory.


Current research projects involve studying class and status practices in alcohol brand consumption in New Delhi; and masculinity and consumption practices in the west.



Laknath’s core teaching strengths are in brand management and qualitative research methods. He also teaches courses on media and society, and gender and consumption; and he previously taught undergraduate and postgraduate students at highly ranked Australian universities such as Monash University, Macquarie University, and University of Newcastle.


Consulting career

Prior to his appointment at JGBS, Laknath was Research Director at 66south, Sydney, a boutique research firm offering specialist qualitative consumer-brand insights to the healthcare sector in Australia; and he was also Research Manager at Ward6, one of the Asia-Pacific’s leading advertising agencies serving the healthcare and medicines sector. He has been a R&D consultant in Melbourne to innovative and award-winning brand research firms such as Latitude Insights and Forethought Research. Prior to his research career, Laknath worked for several years as an advertising executive at the WPP-owned advertising media giants Zenithmedia (rebranded as Mediacom) and Mindshare.


Institution building

As an Australian with South Asian links, Laknath is keen to further develop the bilateral partnership in education that exists between India and Australia and he does this through his work at JGU’s CIAS. He views his position at JGU as helping students and faculty achieve their goals to study abroad or to work in Australia; and, equally, to help grow the Australian educational imagination in India.


As a media commentator, Laknath’s work has appeared in Australian marketing industry publications such as B&T and Marketing Magazine; in public affairs portals such as New Matilda, and in leading international news venues such as The Australian and The Age (Melbourne). His writing has also appeared in the iconic American literary monthly, Harper’s Magazine.


Away from his work, Laknath enjoys socialising over food and drink, reading, and exercising. He ran his first full marathon in Melbourne at age 12 — and his second the year after. These days, he plays tennis, climbs stairs, and swims long distances. 

Scholarly research articles

  • Jayasinghe, L., & Ritson, M. (2013). Everyday Advertising Context: An Ethnography of Advertising Response in the Family Living Room. Journal of Consumer Research, 40 (1), 104-121. (ABDC A*, ABS 4*, Scopus)
  • Jayasinghe, L. (2015). Video Ethnography, Researcher Reflexivity, and Constructions of Advertising Response in the Australian Family Living Room. Australasian Marketing Journal, 23 (4), 267-276. (ABDC A, ABS 1, Scopus)
  • Kariippanon, K., Gordon, R., Jayasinghe, L., & Gurruwiwi, G. (2020). Collective Reflexivity in Social Marketing through Ethnographic Filmmaking: The Yolngu Story of Tobacco in Yirrkala, Australia. Marketing Theory, 20 (1), 123-143. (ABDC A, ABS 3, Scopus)

Book chapters

  • Jayasinghe, L., Powell, G., & Taksa, L. (2015). Intersectionality, Social Identity Theory, and Explorations of Hybridity: A Critical Review of Diverse Approaches to Diversity. In R. Bendl, I. Bleijenbergh, E. Henttonen, & A. J. Mills (Eds.), The Oxford Handbook of Diversity in Organizations (pp. 518-535). Oxford: Oxford University Press.
  • Qualitative (esp. sociocultural) approaches to consumer research, CCT, ethnography, video ethnography, consumer practices, consumer context, advertising and brand consumption, family identity, gendered consumption, subcultural consumption, cultural capital, cultural mythology, collective reflexivity, Australian suburban consumer identity, Australian popular culture.
  • Brand management, consumer behaviour, media and society, gender and consumption, qualitative research methodology.