Outputs (40)

Employability attributes: Meeting deadlines, time management (2024)
Presentation / Conference Contribution
Cameron, J., Gutu, M., & Kurtzke, S. (2024, June). Employability attributes: Meeting deadlines, time management. Presented at Marketing Professional Advisory Group Meeting, Edinburgh Napier University, UK

This talk aims to excavate marketing practitioner insights on whether meeting deadlines and time management are important graduate attributes that should be carefully considered in an employability-focused curriculum. The presentation sets out debat... Read More about Employability attributes: Meeting deadlines, time management.

AI Literacy Framework for Marketing Education and Assessment Design. (2024)
Presentation / Conference Contribution
Kurtzke, S. (2024, June). AI Literacy Framework for Marketing Education and Assessment Design. Presented at Marketing Professional Advisory Group Meeting, Edinburgh Napier University, UK

This talk aims to collect feedback from marketing practitioners on an evidence-based AI Literacy Framework that shows how higher-order human and applied AI skills can be embedded in marketing curricula and through assessment. It sets out debates on A... Read More about AI Literacy Framework for Marketing Education and Assessment Design..

Content Curation: Best Practices and Techniques (2023)
Book Chapter
Cameron, J. (2023). Content Curation: Best Practices and Techniques. In Digital Content Marketing: Creating Value in Practice (140-158). Routledge. https://doi.org/10.4324/9781003346500-9

In this chapter you will learn how carefully considered content curation can play a highly effective role in stimulating brand-related engagement, in particular on social media channels. Marketing concepts and theories that shed light on brand-relate... Read More about Content Curation: Best Practices and Techniques.

Content Marketing Ideation: How to Generate and Manage Creative Concepts (2023)
Book Chapter
Cameron, J. (2023). Content Marketing Ideation: How to Generate and Manage Creative Concepts. In Digital Content Marketing: Creating Value in Practice (31-60). Routledge. https://doi.org/10.4324/9781003346500-3

This chapter talks about the process of idea generation for content marketing. It discusses how content marketers generate creative ideas and introduces theories and concepts about creative processes. The chapter also provides recommendations on how... Read More about Content Marketing Ideation: How to Generate and Manage Creative Concepts.

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?.

CIE Report: Bridging the gap (2023)
Report
Buchmann, A., Backhaus, C., Anderman, M., Plant O'Toole, E., Weaver, M., Neye, C., & Florida-James, G. (2023). CIE Report: Bridging the gap. Cycling Industries Europe

Developing a tourism region through tourism and culture: bordering, branding, placemaking and governance processes (2023)
Journal Article
King, B., Richards, G., & Chu, A. (online). Developing a tourism region through tourism and culture: bordering, branding, placemaking and governance processes. Tourism Recreation Research, https://doi.org/10.1080/02508281.2023.2207156

China’s pre-pandemic national-level planning advocated a combination of culture and tourism to advance growth in the Greater Bay Area (GBA) mega-region. Culture is seen as increasing regional cohesion, with multi-destination travel products connectin... Read More about Developing a tourism region through tourism and culture: bordering, branding, placemaking and governance processes.

Investigating the motivations and preferences of Chinese cruise travelers amid COVID-19 (2022)
Journal Article
Chu, A., & Tung, V. (2023). Investigating the motivations and preferences of Chinese cruise travelers amid COVID-19. Journal of China Tourism Research, 19(1), 92-117. https://doi.org/10.1080/19388160.2022.2103606

The literature on cruise tourism is primarily Western-focused, which could differ compared to those in Asia Pacific. To address this gap, this study combines motivation and cruise preferences for a better understanding of repeated Chinese cruisers am... Read More about Investigating the motivations and preferences of Chinese cruise travelers amid COVID-19.

Mega-events brand meaning co-creation: the Olympic case (2020)
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 brand identity, in order to understand how the brand manager may integrate... Read More about Mega-events brand meaning co-creation: the Olympic case.

Public evaluation of the ethics of tobacco marketing in Indonesia: Symbiotic ethical approach (2020)
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 present study adopted a symbiotic ethical approach which combined normative a... Read More about Public evaluation of the ethics of tobacco marketing in Indonesia: Symbiotic ethical approach.

SERVBID: The Development of a B2C Service Brand Identity Scale (2020)
Journal Article
Pareek, V., & Harrison, T. (2020). 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 scale to measure service brand identity.

Design/Methodology/Approach:... Read More about SERVBID: The Development of a B2C Service Brand Identity Scale.

#50+ fashion Instagram influencers: cognitive age and aesthetic digital labours (2020)
Journal Article
McFarlane, A., & Samsioe, E. (2020). #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-participative netnography in the form of visual and textual analysis of over 300 Insta... Read More about #50+ fashion Instagram influencers: cognitive age and aesthetic digital labours.

Islay Jazz Festival (2020)
Journal Article
Medboe, H., & Maclean, D. (2020). Islay Jazz Festival. Jazz Research Journal, 12(2), Article 3. https://doi.org/10.1558/jazz.40304

This article considers the ecologies and stakeholder interests that overlap in the staging of an annual jazz festival on a small Scottish island in the Outer Hebrides. Through interviews with festival promoters, performers and audience members, along... Read More about Islay Jazz Festival.

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.

Practice-based segmentation: taxonomy of C2C co-creation practice segments (2019)
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 value co-creators.
Design/methodology/approach: Data comprising various as... Read More about Practice-based segmentation: taxonomy of C2C co-creation practice segments.

An analysis of nudging as a social marketing technique using Front of Pack nutrition labels: A study of women's perceptions of food labels (2019)
Thesis
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. 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 Pack (FoP) nutrition labels are an example of a nudge in practice, designe... Read More about An analysis of nudging as a social marketing technique using Front of Pack nutrition labels: A study of women's perceptions of food labels.

The Impact of Non-customers with High Influencer Value in Social Networks (2019)
Presentation / Conference Contribution
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 size but also the type of online social ties they have within their networks... Read More about The Impact of Non-customers with High Influencer Value in Social Networks.

The role of fan benefits in shaping responses to sponsorship activation (2018)
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-oriented activation campaigns affect consumer evaluations. Based on a benefit typ... Read More about The role of fan benefits in shaping responses to sponsorship activation.

Developing and deploying marketing agility in an emerging economy: the case of Blue Skies (2018)
Journal Article
Osei, C., Amankwah-Amoah, J., Khan, Z., Omar, M., & Gutu, M. (2019). Developing and deploying marketing agility in an emerging economy: the case of Blue Skies. International Marketing Review, 36(2), 190-212. https://doi.org/10.1108/imr-12-2017-0261

In almost every large business, there is a growing recognition of the importance of organisational agility in improving their marketing responsiveness and business survival. However, limited insights have been offered by scholars on multinational en... Read More about Developing and deploying marketing agility in an emerging economy: the case of Blue Skies.

Exploring the Impact of Brexit on UK City Brand Perception - The Case of Edinburgh (2018)
Presentation / Conference Contribution
Osei, C., & Weigert, A. M. (2018, May). Exploring the Impact of Brexit on UK City Brand Perception - The Case of Edinburgh. Paper presented at 47th European Marketing Academy (EMAC) Conference

This exploratory research uncovers the current perception of brand Edinburgh among the residents of Munich, and explores potential attitudes, feelings and emotions of the participants towards Edinburgh and its city regions post-Brexit. It essentially... Read More about Exploring the Impact of Brexit on UK City Brand Perception - The Case of Edinburgh.