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NathaliaTjandra.jpgDr Nathalia Tjandra
 
Lecturer in Marketing
Programme Leader - BA/BA (Hons) Marketing Management Hong Kong
The Business School
 
Contact details
Room: 1/22, Craiglockhart Campus
Tel: +44 (0) 131 455 4206
Email: n.tjandra@napier.ac.uk
 
Qualifications
PhD in Brand Leadership, Edinburgh Napier University (2013)
MA International Marketing Management with Distinction, Bournemouth University (2009)
BA (Hons) Public Relations and Communication, Southampton Solent University (2007)
 
Areas of Expertise
Strategic Brand Management, Marketing Ethics, Business-to-Business Marketing, Co-creation, and Emerging Markets.
 
Biography
Nathalia is a marketing lecturer at The Business School, Edinburgh Napier University. She is the programme leader of BA/BA (Hons) Marketing Management Hong Kong delivered in collaboration with SCOPE, City University of Hong Kong. She has been involved in delivering Strategic Brand Management (PG), Brand Management (UG), Emerging Markets (UG) and Marketing Ethics (UG) modules in the UK and overseas. She is a visiting professor in University of Ciputra, Indonesia.
 
Nathalia completed her PhD at Edinburgh Napier University in August 2013. The title of her PhD is “On the road to brand leadership: co-creating with independent financial advisers (IFAs)”. Her PhD was a fully-funded studentship and conducted in collaboration with one of the largest long-term savings investments providers in the UK. The thesis investigated the management of a triadic relationship between long-term savings and investments provider(s), IFAs, and customers; IFAs’ view of branding and brand equity; and the development of a co-creation model in a triadic relationship network.
 
She is currently undertaking a research project investigating public perception towards the ethics of tobacco marketing in Indonesia in order to provide tobacco control recommendations to regulators and policy makers.
 
Research Grants
  • Carnegie Trust Research Grant (2014) – “An investigation of consumers’ perceptions of the ethics of tobacco marketing in Indonesia”
  • Edinburgh Napier University The Business School Internal Research Bid (2014) - “An investigation of consumers’ perceptions of the ethics of tobacco marketing in Indonesia”
  • Edinburgh Napier University Research Translation Innovation Fund – Early Career Researchers Competition (2014/2015) - “An investigation of consumers’ perceptions of the ethics of tobacco marketing in Indonesia”

Awards

  • Academy of Marketing Best Paper in Ethics and Marketing track (2015)
  • Academy of Marketing Best Paper in Events and Sports Marketing track (2015)
  • Academy of Marketing Best Paper in Brand, Identity and Corporate Reputation track (2014)
  • HSBC Edinburgh Napier University Research Excellence Award (2012)
  • HSBC Edinburgh Napier University Research Excellence Award (2011)
  • Academy of Marketing Professor Malcolm McDonald Student Essay Prize (2010)
  • Chartered Institute of Marketing Bursary for attending Academy of Marketing Doctoral Colloquium and Conference in Coventry (2010)
  • Scottish Overseas Research Students Award Scheme (2009/2010, 2010/2011, 2011/2012)
  • Edinburgh Napier University Studentship (2009 - 2012)
  • Bournemouth University Hamworthy Water System the Best Student Performing Cultural Adaptability in an International Business Course (2009)
  • Southampton Solent University Wave 105 Best Dissertation Award (2007)
 
Publications
 
Journal publications
  • Tjandra, N. C., Omar, M., & Ensor, J. (2014). Advanced and emerging economies Generation Y’s perception towards country-of-origin. International Journal of Emerging Markets, 10(4), 858-874. 
  • Omar, M., Tjandra, N., & Ensor, J. (2014). Retailing to the “grey pound”: Understanding the food shopping habits and preferences of consumers over 50 in Scotland. Journal of Retailing and Consumer Services, 21(5), 753–763. 
  • Tjandra, N. C., Omar, M., Williams, R. L., & Ensor, J. (2013). Runway logic: "Y" Generation Y prefers fashion brand over country-of-origin. Transnational Marketing Journal, 1(1), 22-40.
Book chapter
  • Lewrick, M., Omar, M., Williams, R. L., Tjandra, N. C., & Lee, Z. C. (2015 - forthcoming). Radical and incremental innovation effectiveness in relation to market orientation in the retail industry. In E. Pantano (Ed.), Successful technological integration for competitive advantage in retail settings". IGI Global.
Conference papers
  • Tjandra, N.C., Prabandari, Y.S., & Aroean, L.. (2016). An exploration of Indonesian smokers and non-smokers’ perceptions towards the ethics of tobacco marketing. Emerging Markets Conference 2016. Bangkok: Chulalangkorn Business School.
  • Zhang, C., Omar, M., &  Tjandra, N.C. (2016). An investigation of key market growth factors that influence the “luxurisation” of golf industry in China. Emerging Markets Conference 2016. Bangkok: Chulalangkorn Business School.
  • Osei, C., Omar, M., & Tjandra, N.C. (2016). Foreign direct investment: The Ghana way. Emerging Markets Conference 2016. Bangkok: Chulalangkorn Business School.
  • Hogg, K., Rezai, K., Tjandra, N.C., (2015). Sex sells: A comparative study of two-generational perspectives of the sexual stereotyping of women in advertising: Boomers v. Millennials. Popular Culture and World Politics 8: Worlding Popular Culture. London: University of Westminster.
  • Tjandra, N.C., Aroean, L., and 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. In O’Malley (Ed.), Academy of Marketing 2015 – The magic of marketing. Limerick: University of Limerick. (Awarded as Academy of Marketing Best Paper in Ethics and Marketing track)
  • den Hertog, C., Tjandra, N.C & Theodoraki, E. (2015). Gentle giant or elitist bully? Intended and realised stakeholders’ perceptions of the Olympic brand personality. In O’Malley (Ed.), Academy of Marketing 2015 – The magic of marketing. Limerick: University of Limerick. (Awarded as Academy of Marketing Best Paper in Events and Sports Marketing track)
  • Fowlestone, M., Omar, M., & Tjandra, N. C. (2015). Abrandcadabra - successful brands magically transforming our world. In O’Malley (Ed.), Academy of Marketing 2015 – The magic of marketing. Limerick: University of Limerick.
  • 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. In J.-C. Andreani (Ed.), Venice: ESCP Europe.
  • Tjandra, N. C., Ensor, J., Omar, M., & Thomson, J. R. (2014). The application of the results of interconnectedness typology in a triadic relationship. In D. Arli, K. Kubacki, & S. Rundle-Thiele (Eds.), Agents of Change. Brisbane, Australia: Griffith University.
  • 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. Brisbane, Australia: Griffith University.
  • Tjandra, N. C., Ensor, J., Omar, M., & Thomson, J. (2014). Co-creating brand value with independent financial advisers (IFAs): Introducing the spiral model of brand value co-creation. In J. Robson (Ed.), Academy of Marketing 2014 - Marketing Dimensions: People, places and spaces. Bournemouth: Bournemouth University.
  • Fowlestone, M., Omar, M., & Tjandra, N. C. (2014). Learning from the Dead: Investigating how to resolve today’s branding conundrums using insights from yesterday’s brands . In J. Robson (Ed.), Academy of Marketing 2014 - Marketing Dimensions: People, places and spaces. Bournemouth: Bournemouth University. (Awarded as the best paper in Brand, Identity and Corporate Reputation track). 
  • Tjandra, N. C., Ensor, J., & Thomson, E. (2014). Tobacco children: Ethical evaluation of tobacco marketing in Indonesia. In J.-C. Andreani (Ed.), International Marketing Trends Conference. Venice: ESCP Europe. 
  • Tjandra, N. C., Ensor, J., Omar, M., & Thomson, J. R. (2013). The impact of interconnectedness in a triadic relationship between a financial services provider, IFAs and customers In A. M. Doherty (Ed.), Academy of Marketing 2013 - Marketing Relevance. Cardiff: University of South Wales. 
  • Tjandra, N. C., Ensor, J., & Thomson, J. R. (2013). On the road to developing a strong brand: Developing the independent financial advisers’ brand equity pyramid. In J. C. Machado & L. V. de Carvalho (Eds.), 8th Global Brand Conference: Brand, Corporate Identity and Reputation and Sustainability. Oporto: Catholic University of Portugal. 
  • Tjandra, N. C., Ossei, C., Omar, M., & Ensor, J. (2013). Exploring the influence of country-of-origin information to Generation Ys’ perception towards international fashion brands. In J.-C. Andreani (Ed.), International Marketing Trends Conference. Paris, France: ESCP Europe. 
  • Omar, M., Tjandra, N. C., & Abdurrahman, L. A. R. (2013). Females Online! Examination of female consumer behaviour in Bahrain banking environment In A. M. Doherty (Ed.), Academy of Marketing 2013 - Marketing Relevance. Cardiff: University of South Wales. 
  • Omar, M., Tjandra, N. C., & Ensor, J. (2013). Older and Fitter: Raising the older person’s agenda: issues for consideration for supermarkets and food retailers In A. M. Doherty (Ed.), Academy of Marketing 2013 - Marketing Relevance. Cardiff: University of South Wales. 
  • Ossei, C., Tjandra, N. C., Omar, M., & Ensor, J. (2013). Branding Africa: The way forward. In J.-C. Andreani (Ed.), International Marketing Trends Conference. Paris: ESCP Europe. 
  • Tjandra, N. C., Thomson, J. R., & Ensor, J. (2012). How should co-creation be adopted in a triadic relationship in order to develop a strong brand? In B. Hulbert (Ed.), Academy of Marketing Conference 2012 - Marketing: Catching the Technology Wave. Southampton: Southampton University. 
  • Tjandra, N. C. (2011). Exploration of the key elements of brand equity in the UK pension sector: The customers’ and intermediaries’ perspectives In T. C. Melewar (Ed.), Corporate Brand, Image, Identity and Reputation International Colloquium. Zurich, Switzerland: ZHAW. 
  • Tjandra, N. C., & Darnton, G. (2011). Adaptation of the spiral model of software development to business and management dissertations and research projects, 10th European Conference on Research Methodology for Business and Management Studies (pp. 518-528). Caen, France: Normandy Business School. 
  • Tjandra, N. C., Omar, M., & Ensor, J. (2011). Does country-of-origin matter? A comparison study of the advanced vs. emerging and developing economies’ consumer, Academy of Marketing. Liverpool, UK: University of Liverpool. 
  • Tjandra, N. C., Omar, M., & Williams, R., L, Jr. (2011). You don’t buy clothes – you buy an identity: the correlation between fashion brand and country-of-origin, Academy of Marketing. Liverpool, UK: University of Liverpool. 
  • Tjandra, N. C. (2010). Developing brand leadership in the UK's pension sector, Academy of Marketing Doctoral Colloquium. Coventry, UK: University of Coventry.