Business School


Primary Department
Business School
Lecturer in Marketing
Phone number: 01 700
Glasnevin Campus
Room Number

Academic biography


Dr Gary Sinclair is an Associate Professor in Marketing, specialising in Consumer Behaviour. He has also lectured in the University of Stirling, Technology University Dublin, and Trinity College Dublin. He is the Programme Director for Business Studies International and the Head of the 'Subcultures Lab' at the Irish Institute of Digital Business. Gary is the Irish PI on a 3-year UKRI/IRC funded project on 'Online Hate in Football.'
 His research focuses on consumer culture primarily in the contexts of music, technology, sport  and sustainability. His work has been widely published in a variety of top international peer-reviewed journals including but not limited to the Journal of Business Research, Journal of Business Ethics, Marketing Theory and the European Journal of Marketing. His work has featured in  mainstream media outlets such as CNN, ABC, CBC, the Irish Times, RTÉ and the Conversation. Gary is an Associate Editor for the Journal of Marketing Management. He also guest-edited a special issue on music and marketing for the European Journal of Marketing.

Gary is interested in receiving PhD applications from students in areas concerning but not limited to consumer culture.


Research interests

Gary focuses on a variety of contexts within consumer culture (music, technology and sport) with an emphasis on sociological theory and the ethical implications of consumption.