Nathalia Tjandra
Nathalia Tjandra

Dr Nathalia Tjandra

Associate Professor

Biography

Nathalia is the Head of International 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. She successfully leads the Chartered Institute of Marketing (CIM) accreditation excercise for all marketing programmes.

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

Esteem

Advisory panels and expert committees or witness

  • Invited Member of Medinge Group
  • Chair of Marketing Professional Advisory Group
  • Member of the Business School Accreditation Commitee
  • Member of the Business School Provision Committee
  • Member of Collaborative Partnership Committee
  • Chair of International Operations Group (The Business School)
  • Advisory Group Member and Mentor (Student Marketing Society Scotland)

 

Conference Organising Activity

  • Chair of 17th Global Brand Conference (22 - 24 April 2024)

 

Fellowships and Awards

  • Senior Fellow of Higher Education Academy

 

Membership of Professional Body

  • Certified Manager of Business Educator
  • Alumnae of Aurora Leadership Foundation

 

Date


44 results

Qualitative Research Approaches: Case Study Research Method

Book Chapter
Tjandra, N. C., & Feri, A. (2023)
Qualitative Research Approaches: Case Study Research Method. In P. Foroudi, & C. Dennis (Eds.), Researching and Analysing Business: Research Methods in Practice. Oxon: Routledge
In this chapter we have provided a guidance of conducting a qualitative case study in business and management research. At the end of this chapter the reader will be able to (...

Brand Purpose: A Marketing Agency Perspective

Presentation / Conference
Feri, A., Ind, N., & Tjandra, N. C. (2022, May)
Brand Purpose: A Marketing Agency Perspective. Paper presented at European Marketing Academy Conference, Budapest

The roles and influence of marketing agencies in developing brands with a conscience

Presentation / Conference
Tjandra, N. C., Ind, N., & Feri, A. (2022, May)
The roles and influence of marketing agencies in developing brands with a conscience. Paper presented at 15th Global Brand Conference, Sheffield Hallam University, Sheffield

Understanding the ethical legitimacy of tobacco advertising, promotion and sponsorship in Indonesia in the context of increased government regulation: a legitimacy-as-perception perspective

Journal Article
Tjandra, N. C., Garavan, T. N., Aroean, L., & Prabandari, Y. S. (2022)
Understanding the ethical legitimacy of tobacco advertising, promotion and sponsorship in Indonesia in the context of increased government regulation: a legitimacy-as-perception perspective. European Journal of Marketing, 56(4), 1042-1064. https://doi.org/10.1108/ejm-06-2019-0512
Purpose The authors explore the metaphors people from Indonesia use to describe their propriety beliefs about the ethical legitimacy of tobacco advertising, promotion and spon...

Empowerment of Street Vendors: An Untapped Resource in the Informal Economy

Journal Article
Karunaratna, A. C., & Tjandra, N. C. (2021)
Empowerment of Street Vendors: An Untapped Resource in the Informal Economy. Colombo Business Journal, 12(1), 187-207. https://doi.org/10.4038/cbj.v12i1.75
Street vending has persisted for centuries and pervasive across the globe since it plays a remarkable role in fulfilling customer needs in the context of the informal economy....

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

Journal Article
Tjandra, N., Rihova, I., Snell, S., den Hertog, C., & Theodoraki, E. (2020)
Mega-events brand meaning co-creation: the Olympic case. Journal of Product and Brand Management, 30(1), 58-73. 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. (2020)
Independent financial adviser (IFA)-based brand equity pyramid. Journal of Financial Services Marketing, 25, 53–64. 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. (2020)
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, 23(4), 821-841. 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. (2020)
Public evaluation of the ethics of tobacco marketing in Indonesia: Symbiotic ethical approach. Qualitative Market Research: An International Journal, 23(4), 603-626. 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...

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