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All Outputs (4)

Navigating brand purpose in the post-pandemic era: insights from marketing agencies on supporting SDGs through strategic delineation and execution (2024)
Journal Article
Feri, A., Ind, N. J., & Tjandra, N. C. (2024). Navigating brand purpose in the post-pandemic era: insights from marketing agencies on supporting SDGs through strategic delineation and execution. Qualitative Market Research: An International Journal, 27(4), 555-571. https://doi.org/10.1108/qmr-11-2023-0156

Purpose
This study aims to investigate the role of marketing agencies in aligning brand purpose with the Sustainable Development Goals (SDGs) in the post-pandemic era. This study explores whether and how marketing agencies delineate and execute bran... Read More about Navigating brand purpose in the post-pandemic era: insights from marketing agencies on supporting SDGs through strategic delineation and execution.

Message in a Bottle of Wine from Emerging Markets. Is the Country of Origin Still a Relevant Cue in Consumers’ Perceptions? (2023)
Journal Article
Guardato, A., Osei, C., Feri, A., & Tjandra, N. C. (2023). Message in a Bottle of Wine from Emerging Markets. Is the Country of Origin Still a Relevant Cue in Consumers’ Perceptions?. Transnational Business and Management, 1(1), 1-17. https://doi.org/10.33182/tbm.v1i1.3101

Research shows that country of origin (COO) has a significant impact on product evaluations and purchasing behaviour. However, there is a lack of clarity regarding the effects of COO on Generation Y within the wine industry. Therefore, this study aim... Read More about Message in a Bottle of Wine from Emerging Markets. Is the Country of Origin Still a Relevant Cue in Consumers’ Perceptions?.

Beer Brand Word-of-Mouth Drivers in Colombia: A Qualitative Exploration (2019)
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 important beer markets during the coming years. Colombian consumers are pr... Read More about Beer Brand Word-of-Mouth Drivers in Colombia: A Qualitative Exploration.