Nathalia Tjandra

Nathalia Tjandra

Dr Nathalia Tjandra

Associate Professor in Marketing

Biography

Nathalia is an Associate Professor at Edinburgh Napier University. She is the sub-lead of the Marketing subject area and the School Academic Lead International in the Business School. She leads over 20 Marketing academics in the Marketing subject area who are responsible for teaching, research and commercial activities in the UK and overseas. She develops and manages the The Business School's international partnerships since 2018.

Nathalia is very passionate about teaching and learning in the higher education. She is a Senior Fellow of the Higher Education Academy (SFHEA). She is leading and involved in the development of the Marketing curriculum in the Business School for the UK, overseas and online deliveries. She is currently teaching Brand Management subject at the undergraduate and postgraduate levels in the UK, overseas and online.

She is an active researcher. Her areas of expertise are branding, business-to-business marketing, marketing ethics and international marketing. She has been publishing in international peer-reviewed journals and presenting at international conferences. She has won a number of research awards including Academy of Marketing Best Paper in Marketing Ethics track (2015), Best Paper in Events and Sports Marketing track (2015) and Best Paper in Brand, Identity and Corporate Reputation track (2014). She has gained both internal and external funding to conduct international research in the UK, Hong Kong, Indonesia and Sri Lanka.

News

Events

Date


39 results

Mega-events brand meaning co-creation: the Olympic case

Journal Article
Tjandra, N., Rihova, I., Snell, S., den Hertog, C., & Theodoraki, E. (in press)
Mega-events brand meaning co-creation: the Olympic case. Journal of Product and Brand Management, https://doi.org/10.1108/JPBM-08-2019-2539
Purpose: This study explores a multi-stakeholder perspective on brand meaning co-creation in the context of the Olympic Games as a unique mega sports event brand with a strong...

Independent financial adviser (IFA)-based brand equity pyramid

Journal Article
Tjandra, N. C., Ensor, J., Omar, M., & Thomson, J. R. (in press)
Independent financial adviser (IFA)-based brand equity pyramid. Journal of Financial Services Marketing, https://doi.org/10.1057/s41264-020-00073-x
This paper aims to evaluate the applicability of the existing brand equity pyramid models in the context of independent financial advisers (IFAs) in the UK financial services ...

An evaluation of the effect of interconnectedness and the state of the relationships in a triad: A dynamic approach

Journal Article
Tjandra, N. C., Ensor, J., Omar, M., & Thomson, J. (in press)
An evaluation of the effect of interconnectedness and the state of the relationships in a triad: A dynamic approach. Qualitative Market Research: An International Journal, https://doi.org/10.1108/QMR-02-2020-0029
Purpose This study aims to investigate the applicability of Ritter’s (2000) framework of interconnectedness in a triadic relationship between a provider, intermediaries and cu...

Public evaluation of the ethics of tobacco marketing in Indonesia: Symbiotic ethical approach

Journal Article
Tjandra, N., Aroean, L., & Prabandari, Y. S. (in press)
Public evaluation of the ethics of tobacco marketing in Indonesia: Symbiotic ethical approach. Qualitative Market Research: An International Journal, https://doi.org/10.1108/QMR-01-2020-0011
Purpose: This article aims to explore the public evaluation of the ethics of marketing tobacco in Indonesia through the theoretical lens of normative ethics. Design: The pres...

Startup Branding: A Case Study of Pegipegi

Journal Article
Wismiarsi, T., Shihab, M. S., Hatta, H., & Tjandra, N. (2020)
Startup Branding: A Case Study of Pegipegi. Transnational Marketing Journal, 8(1), 27-50. https://doi.org/10.33182/tmj.v8i1.721
This study examines the brand strategy of a startup firm in Indonesia, Pegipegi, an online travel agent, which provides travel ticket and hotel reservation services. The study...

Beer Brand Word-of-Mouth Drivers in Colombia: A Qualitative Exploration

Journal Article
Stahl, P. G., Tjandra, N. C., Feri, A., & Marshall, K. (2019)
Beer Brand Word-of-Mouth Drivers in Colombia: A Qualitative Exploration. Transnational Marketing Journal, 7(2), 161-186. https://doi.org/10.33182/tmj.v7i2.813
This paper explores which motivational drivers incline consumers to engage in word-of-mouth (WOM) communication within the Colombian beer market, forecast to be among the most...

An exploration of Indonesian smokers and non-smokers' perceptions towards the ethics of tobacco marketing

Presentation / Conference
Tjandra, N. C., Prabandari, Y. S., & Aroean, L. (2019, June)
An exploration of Indonesian smokers and non-smokers' perceptions towards the ethics of tobacco marketing. Paper presented at Emerging Markets Conference 2016

An exploration of the Indonesian public perceptions of the ethics of tobacco advertising

Presentation / Conference
Tjandra, N. C., Aroean, L., & Prabandari, Y. S. (2019, June)
An exploration of the Indonesian public perceptions of the ethics of tobacco advertising. Paper presented at 6th World Social Marketing Conference, Edinburgh
This paper aims to explore the Indonesian public perceptions of the ethics of tobacco advertising. Six focus groups and thirty personal interviews were conducted in eight urba...

Co-creating with intermediaries: Understanding their power and interest

Journal Article
Tjandra, N. C., Ensor, J., & Thomson, J. R. (2019)
Co-creating with intermediaries: Understanding their power and interest. Journal of Business to Business Marketing, 36(3-4), https://doi.org/10.1080/1051712X.2019.1611086
Purpose: This paper aims to explore the power and interest of independent intermediaries in co-creation activities. More specifically, the study investigates the role of indep...

Employer Policy and Practice Toward Older Workers in Hong Kong: The Role of Shifting Intergenerational Dynamics

Journal Article
Egdell, V., Fuertes, V., Tjandra, N. C., & Chen, T. (2019)
Employer Policy and Practice Toward Older Workers in Hong Kong: The Role of Shifting Intergenerational Dynamics. Journal of Aging and Social Policy, 31(5), 445-466. https://doi.org/10.1080/08959420.2018.1563472
Many governments are seeking to encourage the extension of working lives to counteract potential labor market shortages that might result from population aging. Nevertheless, ...

Current Post Grad projects

Previous Post Grad projects