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School of Business and Management

Tana Licsandru

Tana

Lecturer in Marketing

Email: t.licsandru@qmul.ac.uk

Profile

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. She has recently become a Fellow of the Higher Education Academy.

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.

Tana’s work on ethnic marketing, inclusive marketing communications and corporate trust has been published in the Journal of Business Research 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. 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.

Throughout her academic career, Tana has taught a variety of courses and seminars at undergraduate and postgraduate level. She has led and taught undergraduate courses on Global Marketing and Advertising, and postgraduate courses on Principles of Marketing, International Brand Management and Professional Analytics. In the School of Business and Management, Tana is teaching on the Introduction to Marketing and Digital Marketing courses. Tana has successfully completed HEA-accredited training and is a Fellow of the HEA. She holds teaching certifications in Digital Marketing and Marketing Analytics.

Teaching

Introduction to Marketing (BUS101)

Digital Marketing (BUS345)

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.

Publications

Journal articles

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.

Licsandru, T.C., & Cui, C.C. (2019). Ethnic marketing to the global millennial consumers: Challenges and opportunities. Journal of Business Research, 103, 261-274.

Yan Y., Gupta S., Schoefer K., Licsandru T.C. (2019). A Review of E-mass Customization as a Branding Strategy. Corporate Reputation Review.

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

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.