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...
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...