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School of Business and Management

Dr Tana Licsandru

Tana

Lecturer in Marketing

Email: t.licsandru@qmul.ac.uk

Profile

Roles:

Biography:

Dr Tana Licsandru (PhD, MA, BSc, FHEA) is a Lecturer (Assistant Professor) in Marketing at Queen Mary University of London, School of Business and Management. Prior to joining Queen Mary. Tana worked as a Lecturer in Marketing at Newcastle University London and as a Graduate Teaching Assistant at Alliance Manchester Business School. Tana holds a PhD in Business and Management (Marketing) from Alliance Manchester Business School, the University of Manchester, a Masters degree in Marketing, Advertising and PR from the University of Sheffield and a BSc in Communication Science.

Tana's main research interests lie in the broad area of transformative consumer research, with particular focus on multicultural marketplaces, ethnic marketing communications and vulnerable consumers' inclusion in diverse societies. Tana’s research advocates for the transformative power of marketing to elevate the voices of under- and mis-represented consumers, aiming to advance the diversity and inclusion agenda to bring about positive social change for individual and collective wellbeing. Tana’s research is multi-disciplinary, lying at the intersection of marketing, public policy and socio-psychology. Some of the research areas of interest include: inclusive brand communications, D&I in multicultural marketplaces, gift giving and consumer wellbeing, inclusion in and through public services, inclusive product design, consumer trust, among others.

 

Teaching

Undergraduate:

  • BUS101: Introduction to Marketing and Communications
  • BUS345: Digital Marketing

 

Throughout her academic career, Tana has gained extensive teaching and dissertation supervision experience at undergraduate and postgraduate level. She has led and taught undergraduate courses on Digital Marketing, Global Marketing and Advertising, and postgraduate courses on Principles of Marketing, International Brand Management and Professional Analytics, for cohorts ranging from 30 to 400 students from culturally diverse backgrounds.

Tana is a Fellow of the Higher Education Academy and holds teaching certifications in Digital Marketing and Marketing Analytics.

Research

Research Interests:

Current and past research projects focus on:

  • inclusive marketing communications targeted at ethnic consumers;
  • subjective social inclusion: conceptualisation and measurement;
  • embedding diversity, inclusion and multicultural engagement across marketing education, research and practice (a TCR project);
  • citizens’ inclusion in and through transformative public services;
  • gift giving as a pathway to enhanced consumer inclusion and wellbeing;
  • corporate trust in customer-brand relationships.

Centre and Group Membership:

 

Publications

Journal articles

  • Chandrasapth, K., Yannopoulou, N., Schoefer, K., Licsandru, T.C. & Papadopoulos, T. (2021). Conflict in online consumption communities: A systematic literature review and directions for future research. International Marketing Review, 38(5), 900-926. https://doi.org/10.1108/IMR-02-2021-0059 
  • Kipnis, E., Demangeot, C., Pullig, C., Cross, S.N.N., Cui, C.C., Galalae, C., Kearney, S., Licsandru, T.C., Mari, C., Martin-Ruiz, V., Swanepoel, S., Vorster, L., Williams, J. (2021). Institutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing. Journal of Public Policy & Marketing, 40(2), 143-164.
  • Sharma, K., Licsandru, T. C., Gupta, S., Aggarwal, S., & Kanungo, R. (2020). An investigation into corporate trust and its linkages. Journal of Business Research, 117, 806-824.
  • Yan, Y., Gupta, S., Schoefer, K., & Licsandru, T. (2019). A Review of E-mass Customization as a Branding Strategy. Corporate Reputation Review, 1-9.
  • Licsandru, T.C., & Cui, C.C. (2019). Ethnic marketing to the global millennial consumers: Challenges and opportunities. Journal of Business Research, 103, 261-274.
  • Licsandru, T. C., & Cui, C. C. (2018). Subjective social inclusion: A conceptual critique for socially inclusive marketing. Journal of Business Research82, 330-339. Paper awarded at the Best Doctoral Paper Competition at the University of Manchester.
  • Licsandru, T.C., Szamosi, L., Papadopoulos, N. (2013). The Impact of Country-of-Origin, Ethnocentrism and Animosity on Product Evaluation: Evidence from Romania. Management Dynamics in the Knowledge Economy, 1(2), p. 259-277.

 

Refereed conference proceedings and presentations

  • Kipnis, E., Demangeot, C., Pullig, C., Cross, S.N.N., Cui, C.C., Galalae, C., Johnson, E., Kearney, S., Licsandru, T.C., Lindsey-Warren, T., Mari, C., Martin-Ruiz, V., Vorster, L., Williams, J. (2021). Growing diversity and inclusion-engaged marketing (DIEM) Research, Practice and Education for consumer well-being in multicultural marketplaces. Accepted Track 2 at the 2021 Transformative Consumer Research Dialogical Conference, hosted by the McIntire School of Commerce at the University of Virginia, 28-30th June 2021, virtual.
  • Kipnis, E., Demangeot, C., Pullig, C., Cross, S.N.N., Cui, C.C., Galalae, C., Kearney, S., Licsandru, T.C., Mari, C., Martin-Ruiz, V., Swanepoel, S., Vorster, L., Williams, J. (2021). Institutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing. Paper invited for keynote presentation at the Marketing and Public Policy Conference Plenary Session titled "Transformative Consumer Research and the United Nations 2030 Agenda for Sustainable Development", 25th June 2021, virtual.
  • Galalae, C., Kipnis, E., Cui, C.C., Johnson, E., Licsandru, T.C., Vorster, L. et al. (2021). A multi-contextual lens on racism and discrimination in the multicultural marketplace. Paper presented at the Journal of the Association for Consumer Research Boutique Conference on “Racism and Discrimination in the Marketplace”, 17-18th June 2021, virtual.
  • Licsandru, T.C., & Cui, C.C. (2020). Inclusive Branding – An Examination of Antecedents Using fsQCA. To be presented at American Marketing Association Summer Academic Conference, San Francisco, US.
  • Bhatt, R. & Licsandru, T.C. (2020). Standardization versus Adaptation of Brand Activism: The role of culture on millennial female consumers’ perception of Femvertising. To be presented at 2020 American Marketing Association Summer Academic Conference, San Francisco, US.
  • Licsandru T.C., Cui C.C. (2020). Towards a Model of Inclusive Ethnic Advertising: An Abstract. In: Wu S., Pantoja F., Krey N. (eds) Marketing Opportunities and Challenges in a Changing Global Marketplace. AMSAC 2019, Vancouver, Canada. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham
  • Nakata C., Demangeot C., Kipnis E., Cui C.C., Pullig C., Licsandru T.C. (2019) Special Session: Cultural Identity and Adaptation in Global Marketplaces: Methodological, Conceptual, and Empirical Insights: An Abstract. In: Rossi P., Krey N. (eds) Finding New Ways to Engage and Satisfy Global Customers. Developments in Marketing Science: Proceedings of the Academy of Marketing Science World Marketing Congress 2018. Springer, Cham
  • Licsandru, T.C., & Cui, C.C. (2018). Finding Values in Diversity: Exploring the Effectiveness of Mono- and Multi-Ethnic Marketing Communications. In Proceedings of the Academy of Marketing Conference, Stirling, UK.
  • Licsandru, T.C., & Cui, C.C. (2018). Acculturation, enculturation and belongingness as predictors of ethnic consumption choices: conceptualization and model testing. Special session. Presented at the 2018 Academy of Marketing Science World Marketing Congress (Special session), Porto, Portugal.
  • Cui, C.C., & Licsandru, T.C. (2018). Mono-ethnic marketing communications: enhancing ethnic congruence or manipulative intent? Presented at the 2018 Academy of Marketing Science World Marketing Congress (Special session), Porto, Portugal.
  • Licsandru, T.C., & Cui, C.C. (2017). Inclusive marketing communications: An investigation of ethnic consumer wellbeing in the multicultural marketplace. In Proceedings of the Academy of Marketing Conference, Hull, UK.
  • Licsandru, T.C., & Cui, C.C. (2017). An Exploratory Study of the Language Effect on Cross-Cultural Marketing: An Abstract. In: Stieler M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science Annual Conference, Orlando, Florida. Springer, Cham.
  • Licsandru, T.C., & Cui, C.C. (2017). An Exploratory Study on Consumers’ Perceptions of Mono- and Multi-ethnic Marketing: An Abstract. In: Rossi P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science World Marketing Congress, Paris, France. Springer, Cham.
  • Licsandru, T.C., & Cui, C.C. (2016). Ethnic marketing to the global millennial consumers: Challenges and opportunities. In Proceedings of 2016 Royal Bank International Research Conference, Wuxi, China.
  • Licsandru, T.C., & Cui, C.C. (2015). Subjective social inclusion and socially inclusive marketing. In Proceedings of 2015 Royal Bank International Research Seminar, Montreal, Canada.

 

Invited presentations

  • “Towards a Model of Inclusive Ethnic Advertising”. Research seminar at Aston Business School, Birmingham, UK, 5th February 2020.
  • “Diversity & Inclusion in Marketing Education, Research and Practice”. Guest speaker at the World Marketing Summit, Harrogate, UK, 18th November 2019.
  • Open Class on “Internationalization of Chinese and Zhejiang Brands” organized by University of Nottingham Ningbo China. Guest speaker during video-conference, 17th May 2018, with Prof. Natalia Yannopoulou.
  • “Inclusive marketing communications: an exploratory inquiry on consumers’ perceptions of mono- and multi-ethnic marketing”. Research seminar at Newcastle University Business School, Newcastle, UK, 7th November 2017.
  • “Inclusive marketing for ethnic consumers’ felt inclusion”, Research seminar at Coventry Business School, Coventry, UK, 16th February 2017, with Prof. Charles Cui.
  • “Marketing to the Multicultural Consumer: Promoting Diversity to Build Stronger Brands”, Research seminar at The University of Sheffield International Faculty, City College, Thessaloniki, Greece, 29th  March 2016.

Supervision

I welcome enquiries from prospective PhD students. Broad areas of PhD supervision include:

  • Consumer wellbeing and transformative consumer research
  • Inclusive marketing interventions in multicultural marketplaces
  • Inclusion in and through marketing activities
  • Consumer response to multicultural advertising
  • Acculturation studies.

Public Engagement

Tana’s work has been published in the Journal of Business Research, Journal of Public Policy & Marketing and International Marketing Review and presented at various international conferences, such as the American Marketing Association Summer Academic Conference, Academy of Marketing Science Annual Conference and the AMS World Marketing Congress. Tana has been invited to present her research as a guest speaker at the World Marketing Summit and has given talks at various academic institutions, in the UK and abroad.

In her work, Tana attempts to co-produce knowledge with non-academic partners, having developed and maintained relationships with an emerging network of organisations from the UK’s private and third sector. She has consulted marketing practitioners on topics such as embedding Diversity & Inclusion in marketing, enhancing consumer wellbeing and improving customer acquisition and retainment through a societal focus.

Tana is one of the co-founders of the DIEM (Diversity & Inclusivity Engaged Markeitng) Initiative,  a science-education-practice networking and knowledge sharing online platform for marketing and advertising professionals. The platform is currently being developed with funding support from the Association for Consumer Research and is due to be launched in Autumn 2021.

Tana is a member of the Association for Consumer Research, American Marketing Association, Academy of Marketing Science and British Academy of Management and a contributing member of the External Funding Sub-committee of the Transformative Consumer Research. She also acts as an External Examiner for the Marketing Subject Group and Business Clinic/Consultancy modules in the Faculty of Business and Law, Northumbria University.