Nathalia Tjandra

Nathalia Tjandra

Dr Nathalia Tjandra

Associate Professor

Biography

Nathalia is the Head of International and Global Online and an Associate Professor in Marketing at Edinburgh Napier University Business School. She oversees the implementation of the University’s Internationalisation Strategy in the Business School, and develops an International and Global Online strategic direction for the School. She liaises with internal and external stakeholders and manages 25 TNE and Global Online programmes delivered globally.

She is a member of the Marketing subject group leadership team. The subject comprises of over 20 Marketing academics who are responsible for teaching, research and commercial activities in the UK, overseas and online. She is leading and involved in the development of the Marketing curriculum in the Business School for the UK, overseas and online deliveries.

Nathalia is very passionate about teaching and learning in the higher education. She has been teaching Marketing since 2011. She became a Senior Fellow of the Higher Education Academy (SFHEA) in 2019. She is currently teaching Brand Management subject at the undergraduate and postgraduate levels in the UK, overseas and online. She supervises undergraduate, postgraduate and doctoral students.

She is an active researcher. Her areas of expertise are branding, business-to-business marketing, marketing ethics and sustainability. 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

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41 results

Evaluating the role and the contribution of intermediaries in developing a successful financial services brand.

Conference Proceeding
Tjandra, N. C., Ensor, J., Omar, M., & Thomson, J. R. (2015)
Evaluating the role and the contribution of intermediaries in developing a successful financial services brand
This study aims to evaluate intermediaries’ role in developing a successful brand. It specifically focuses on the role and contribution of independent financial advisers (IFAs...

Sex Sells: A comparative study of two-generational perspectives of the sexual stereotyping of women in advertising: Boomers v. Millennials

Presentation / Conference
Hogg, K., Rezai Namaghi, K., & Tjandra, N. C. (2015, November)
Sex Sells: A comparative study of two-generational perspectives of the sexual stereotyping of women in advertising: Boomers v. Millennials. Paper presented at Popular Culture and World Politics (8) conference
Various studies on gender stereotyping in advertising and on inter-generational differences can be found the academic literature. Nevertheless, little studies can be found on ...

Advanced and emerging economies Generation Ys' perception towards country-of-origin.

Journal Article
Tjandra, N. C., Omar, M., & Ensor, J. (2015)
Advanced and emerging economies Generation Ys' perception towards country-of-origin. International Journal of Emerging Markets, 10, 858-874. https://doi.org/10.1108/IJoEM-11-2012-0146
Purpose The purpose of this paper is to explore the perceptions of Generation Y from advanced and emerging economies towards the country-of-origin (COO) of fashion products. ...

To revel in someone else's misfortune? An exploration of the perception of Indonesian smokers towards tobacco marketing - A virtue ethics perspective

Conference Proceeding
Tjandra, N. C., Aroean, L., & Prabandari, Y. S. (2015)
To revel in someone else's misfortune? An exploration of the perception of Indonesian smokers towards tobacco marketing - A virtue ethics perspective
For a number of years tobacco companies have had a significant political and financial influence in Indonesia. The tobacco industry is one of the Indonesian government’s large...

Radical and Incremental Innovation Effectiveness in Relation to Market Orientation in the Retail Industry: Triggers, Drivers, and Supporters

Book Chapter
Lewrick, M., Omar, M., Williams Jr., R., Tjandra, N. C., & Lee, Z. (2015)
Radical and Incremental Innovation Effectiveness in Relation to Market Orientation in the Retail Industry: Triggers, Drivers, and Supporters. In E. Pantano (Ed.), Successful Technological Integration for Competitive Advantage in Retail Settings, 239-268. IGI Global. doi:10.4018/978-1-4666-8297-9.ch011
The retail industry market environment is very competitive; thus, in order to maintain their competitive advantage retailers are required to continuously come up with innovati...

Co-creating brand value with Independent Financial Advisors (IFAs): Introducing the spiral model of brand value co-creation.

Conference Proceeding
Tjandra, N. C., Ensor, J., Omar, M., & Thomson, J. R. (2014)
Co-creating brand value with Independent Financial Advisors (IFAs): Introducing the spiral model of brand value co-creation. In Proceedings of 47th Academy of Marketing Conference
The concept of co-creation is inspired by the recognition of the changing role of customers from passive participation into active players. This recognition has led to the ide...

Exploring the power and influence of intermediaries in an intermediated relationship: a case study from the UK financial services industry.

Conference Proceeding
Tjandra, N. C., Ensor, J., Thomson, J. R., & Omar, M. (2014)
Exploring the power and influence of intermediaries in an intermediated relationship: a case study from the UK financial services industry. In D. Arli, K. Kubacki, & S. Rundle-Thiele (Eds.), Agents of Change: Proceedings of ANZMAC 2014
This paper aims to explore the power and influence of intermediaries in an intermediated relationship between a long-term savings and investments provider, Independent Financi...

Tobacco children: Ethical evaluation of tobacco marketing in Indonesia

Conference Proceeding
Tjandra, N. C., Ensor, J., & Thomson, E. (2014)
Tobacco children: Ethical evaluation of tobacco marketing in Indonesia
In May 2010 the world discovered the “smoking baby”, a two year old Indonesian boy who smoked forty cigarettes a day. He became the youngest person in the world to receive tob...

The impact of interconnectedness in a triadic relationship between a financial services provider, IFAs, and customers.

Conference Proceeding
Tjandra, N. C., Ensor, J., Omar, M., & Thomson, J. R. (2014)
The impact of interconnectedness in a triadic relationship between a financial services provider, IFAs, and customers. In A. M. Docherty (Ed.), Academy of Marketing Annual Conference 2013 - Marketing Relevance Proceedings
The aim of this study is to investigate the impact of interconnectedness between a long-term savings and investments provider, Independent Financial Advisers (IFAs) and custom...

The application of the results of interconnectedness typology in a triadic relationship.

Conference Proceeding
Tjandra, N. C., Ensor, J., Omar, M., & Thomson, J. R. (2014)
The application of the results of interconnectedness typology in a triadic relationship. In Agents of Change: ANZMAC 2014 Proceedings, (1072
This paper aims to explore the results of interconnectedness in a triadic relationship between a long-term savings and investments provider, Independent Financial Advisers (IF...

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