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Research Areas : Marketing x School : Business School x

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Dr Angela Chu

Lecturer
Business School

A.Chu@napier.ac.uk

People

Dr Anna Watson

Professor
Business School

A.Watson@napier.ac.uk

People

Dr Ashleigh Logan-McFarlane

Lecturer
Business School

A.Logan-McFarlane@napier.ac.uk

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Dr Christine Band

Lecturer
Business School

C.Band@napier.ac.uk

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Prof Christof Backhaus

Visiting Professor
Business School

C.Backhaus@napier.ac.uk

People

Dr Clidna Soraghan

Lecturer
Business School

C.Soraghan@napier.ac.uk

People

Dr Elaine Mercer-Jones

Lecturer
Business School

E.Mercer-Jones@napier.ac.uk

People

Dr Jamie Thompson

Lecturer
Business School

J.Thompson@napier.ac.uk

People

Dr Kat Rezai Namaghi

Lecturer
Business School

K.Rezai@napier.ac.uk

People

Dr Mark Passera

Lecturer
Business School

M.Passera2@napier.ac.uk

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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...

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...

SERVBID: The Development of a B2C Service Brand Identity Scale

Journal Article

Pareek, V., & Harrison, T. (in press)

SERVBID: The Development of a B2C Service Brand Identity Scale. Journal of Services Marketing, 34(5), 601-620. https://doi.org/10.1108/JSM-05-2019-0195

Structured Abstract Purpose: This paper re-conceptualizes and measures brand identity from a services perspective. It develops and tests a psychometrically valid and reliable...

#50+ fashion Instagram influencers: cognitive age and aesthetic digital labours

Journal Article

McFarlane, A., & Samsioe, E. (in press)

#50+ fashion Instagram influencers: cognitive age and aesthetic digital labours. Journal of Fashion Marketing and Management, 24(3), 399-413. https://doi.org/10.1108/JFMM-08-2019-0177

This paper demonstrates how #50+ fashion Instagram influencers contribute to the social construction of cognitive age through their aesthetic digital labours. Non-participativ...

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...

Iconicity and Myth-Making: Exploring visual representations of Edinburgh as the original ‘festival city’

Presentation / Conference

Todd, L., & Logan-McFarlane, A. (2019, September)

Iconicity and Myth-Making: Exploring visual representations of Edinburgh as the original ‘festival city’. Paper presented at Academy of Marketing, 18th annual colloquium on Arts, Heritage, Nonprofit & Social Marketing, University of Stirling

Practice-based segmentation: taxonomy of C2C co-creation practice segments

Journal Article

Rihova, I. (2019)

Practice-based segmentation: taxonomy of C2C co-creation practice segments. International Journal of Contemporary Hospitality Management, 31(9), 3799-3818. https://doi.org/10.1108/IJCHM-01-2018-0096

Purpose: This paper explores and evaluates practice-based segmentation as an alternative conceptual segmentation perspective that acknowledges the active role of consumers as ...

An analysis of nudging as a social marketing technique using Front of Pack nutrition labels: A study of women's perceptions of food labels

Soraghan, C. An analysis of nudging as a social marketing technique using Front of Pack nutrition labels: A study of women's perceptions of food labels. (Thesis)

Edinburgh Napier University. Retrieved from http://researchrepository.napier.ac.uk/Output/2090514

Recently, social marketers have adopted the use of ‘nudging’ as a technique to influence behaviour through subtle tweaks to the environment (Thaler & Sunstein, 2008). Front of...

The Impact of Non-customers with High Influencer Value in Social Networks

Presentation / Conference

Azer, J., & Ranaweera, C. (2019, June)

The Impact of Non-customers with High Influencer Value in Social Networks. Paper presented at QUIS16, The 16th International Research Symposium on Advancing Service Research and Practice!, Karlstad, Sweden

This paper provides new insights about customer influencer value in social networks. Thereby, identifying customers with high degrees of influence, not only by their network s...

The role of fan benefits in shaping responses to sponsorship activation

Journal Article

Dreisbach, J., Woisetschläger, D. M., Backhaus, C., & Cornwell, T. B. (2021)

The role of fan benefits in shaping responses to sponsorship activation. Journal of Business Research, 124, 780-789. https://doi.org/10.1016/j.jbusres.2018.11.041

As sponsorship in sports, arts and entertainment has grown, so have the myriad ways to activate partnerships. This study investigates the mechanisms through which sales-orient...

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The role of gender in virtual influencer prosocial marketing

Shared demographic characteristics between influencers and followers such as gender can lead to favourable outcomes (Leung et al., 2022). Indeed, research suggests women perceive themselves to be more...

Funder: Academy of Marketing | Value: £4,893

Great Expectations! The Reality of Police Officers' Psychological Contracts

The project will explore the 'psychological contract' of police officers. It would incorporate a mixed methods approach - initial online survey to new recruits at the Police College about their pre-w...

Funder: Scottish Institute for Policing Research | Value: £19,170

3 Bags Wool: Product and market development using salvage material

Working with small wool shop to use textile industry salvage as the basis for developing new export products.

Funder: Scottish Funding Council | Value: £4,993

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A Critical Evaluation of the Factors that Influence Visitor Engagement with UK Slavery Heritage Museums: A Blended Passive Symbolic Netnographic Study

There is a substantial body of literature in slave...

Dr Shemroy Roberts | Director of Studies: Dr Craig Wight | Second Supervisor: Prof Anna Leask

An analysis of nudging as a social marketing technique using Front of Pack nutrition labels: A study of women's perceptions of food labels

Dr Clidna Soraghan | Director of Studies: Dr Elaine Mercer-Jones | Second Supervisor: Prof John Ensor

Heritage interpretation challenges and management issues at film-induced tourism heritage attractions: case studies of Rosslyn Chapel and Alnwick Castle

Although previous research has widely acknowledg...

Dr Justyna Bakiewicz | Director of Studies: Prof Anna Leask | Second Supervisor: Prof Paul Barron

An ethnographic interpretation of the work environment within a creative culture in the advertising sector

Purpose and rationale The purpose of the exploratory research is to provide a deeper understan...

Dr Christine Band | Director of Studies: Prof John Ensor | Second Supervisor: Prof Anna Leask

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Your best brand strategy idea is hiding in plain sight: Expert insights on marketing

15 November 2021

Excellent insights on marketing strategy development behind some of the big UK, global advertising campaigns of our time.

Marketing strategy, paid marketing, CRM, copywriting: it's all in a day's work for Edinburgh marketing consultant Kirsty Kirkhope

8 November 2021

Insights on developing digital marketing strategy and tactics, client-side and agency-side.

Marketing degrees, how they're changing; life back on campus: Catch up with Prof Christof Backhaus, Dr Nathalia Tjandra by Edinburgh Napier Marketing Network

Catch up on how life has changed on campus. Plus, insights on how marketing degrees are evolving, with details on the DBA (Doctor of Business Administration) - a compelling offering for marketing pra...

Riset ini menyebut pemerintah tak tegas atur iklan rokok

This research says the government is not firm in regulating tobacco advertising

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Visual Methods and Ethnography in Interdisciplinary Research

The Business School

6 March 2019 - 5 June 2019

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