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Research
  1. Queen Mary University of London
  2. Research
  3. Publications

Publications: Dr Tana Licsandru

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Licsandru TC, Galalae C ( 2024 ) . Between Recognition and Exoticisation via Marketing Practices and Market Structures: the Case of Roma in Romania . Sfera Politicii vol. 209-210 ,
Sharifonnasabi Z, Howes A, Brokalaki Z, Licsandru TC ( 2024 ) . Towards an understanding of domestic practice as commodified work . Journal of Marketing Management
Licsandru TC, Cui CC ( 2024 ) . Multi-Ethnic Marketing: Coca-Cola’s “America Is Beautiful” . The Business & Management Collection vol. 2024 , ( 9 )
Licsandru TC, Cui CC ( 2024 ) . Ethnic marketing: the good, the bad and the unknown . The Business & Management Collection vol. 2024 , ( 4 )
Galalae C, Licsandru T ( 2024 ) . A Post-socialist Reading of Displaced Images from the Global South: The Case of Roma, Eastern Europe’s Oriental Other . Postcolonial Marketing Communication , Springer Nature
Licsandru TC, Cui CC ( 2023 ) . Brand-Triggered Inclusion: A Theoretical Framework: An Abstract . Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs , Springer Nature
Galalae C, Kipnis E, Cui CC, Johnson E, Licsandru T, Vorster L, Demangeot C, Kearney S et al. ( 2023 ) . A Multicontextual Lens on Racism and Discrimination in the Multicultural Marketplace . Journal of the Association for Consumer Research vol. 8 , ( 1 ) 95 - 106 .
Licsandru TC ( 2022 ) . Ethnic marketing: The good, the bad and the unknown . Handbook of Research on Ethnic and Intra-cultural Marketing ,
Yan Y, Gupta S, Licsandru TC, Schoefer K ( 2022 ) . Integrating machine learning, modularity and supply chain integration for Branding 4.0 . Industrial Marketing Management vol. 104 , 136 - 149 .
Chandrasapth K, Yannopoulou N, Schoefer K, Licsandru TC, Papadopoulos T ( 2021 ) . Conflict in online consumption communities: a systematic literature review and directions for future research . International Marketing Review vol. ahead-of-print , ( ahead-of-print )
Kipnis E, Demangeot C, Pullig C, Cross SNN, Cui CC, Galalae C, Kearney S, Licsandru TC et al. ( 2020 ) . Institutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing . Journal of Public Policy & Marketing074391562097541 - 074391562097541 .
Sharma K, Licsandru TC, Gupta S, Aggarwal S, Kanungo R ( 2020 ) . An investigation into corporate trust and its linkages . Journal of Business Research vol. 117 , 806 - 824 .
Licsandru TC, Cui CC ( 2020 ) . Towards a Model of Inclusive Ethnic Advertising: An Abstract . Marketing Opportunities and Challenges in a Changing Global Marketplace , Springer Nature
Yan Y, Gupta S, Schoefer K, Licsandru T ( 2019 ) . A Review of E-mass Customization as a Branding Strategy . Corporate Reputation Review vol. 23 , ( 3 ) 215 - 223 .
Licsandru TC, Cui CC ( 2019 ) . Ethnic marketing to the global millennial consumers: Challenges and opportunities . Journal of Business Research vol. 103 , 261 - 274 .
Nakata C, Demangeot C, Kipnis E, Cui CC, Pullig C, Licsandru TC ( 2019 ) . Special Session: Cultural Identity and Adaptation in Global Marketplaces: Methodological, Conceptual, and Empirical Insights: An Abstract . Finding New Ways to Engage and Satisfy Global Customers , Springer Nature
Licsandru TC, Cui CC ( 2018 ) . Subjective social inclusion: A conceptual critique for socially inclusive marketing . Journal of Business Research vol. 82 , 330 - 339 .
Licsandru TC, Cui CC ( 2017 ) . An Exploratory Study on Consumers’ Perceptions of Mono- and Multiethnic Marketing: An Abstract . Marketing at the Confluence between Entertainment and Analytics , Springer Nature
Licsandru TC, Cui CC ( 2017 ) . An Exploratory Study of the Language Effect on Cross-Cultural Marketing: An Abstract . Creating Marketing Magic and Innovative Future Marketing Trends , Springer Nature
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