Publications: DR Tana Licsandru

( 2026 ) . Anthropomorphic AI traits and roles in customer journeys: a systematic review and the interaction–activation–outcome framework . Internet Research1 - 26 .

Cross S, Galalae C, Licsandru TC, Martin-Ruiz V, Mari C, Yoruk I ( 2025 ) . Co-creating Sustained Impact for Diversity and Inclusion Engaged Marketing . European Journal of Marketing

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 ( 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 )

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

Chandrasapth K, Yannopoulou N, Schoefer K, Licsandru TC ( 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, Aggarwal S, Kanungo R ( 2020 ) . An investigation into corporate trust and its linkages . Journal of Business Research vol. 117 , 806 - 824 .

Licsandru TC ( 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 ( 2019 ) . A Review of E-mass Customization as a Branding Strategy . Corporate Reputation Review vol. 23 , ( 3 ) 215 - 223 .

Licsandru TC ( 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, Pullig C ( 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

Galalae C, Kipnis E, Cui C, Johnson E, Licsandru T, Vorster L, Demangeot C, Kearney S et al. . A multi-contextual lens on racism and discrimination in the multicultural marketplace . Journal of the Association for Consumer Research

Galalae C, Licsandru T, Chaudhuri HR, Das A, Turkdogan OS . A post-socialist reading of displaced images from the Global South: the case of Roma, Eastern Europe’s oriental Other . Postcolonial Marketing Communication : Images from the Margin , vol. 1 , Springer Nature

Licsandru TC, Meliou E, Steccolini I, Chang S . Citizens’ Inclusion in Public Services: a Systematic Review of the Public Administration Literature and Reflection on Future Research Avenues . Public Administration

Licsandru T, Cui CC, Brodowsky GH . Ethnic marketing: the good, the bad and the unknown . Handbook of Ethnic and Intra-cultural Marketing , Edgar Elgar

Licsandru T, Mari C, Kipnis E, Galalae C, Johnson E, Cross SNN, Cui CC, Kearney S et al. . Integrating Diversity, Equity and Inclusion in Management Education: An Empathy Framework . British Journal of Management

Yan Y, Gupta S, Licsandru T, Schoefer K . Integrating machine learning, modularity and supply chain integration for Branding 4.0 . Industrial Marketing Management

Mal C, Licsandru T, Veresiu E . Refugee Marketplace Discrimination: A Systematic Integrative Review . Journal of Marketing Management

Galalae C, Licsandru T . Researching with Discomfort: Using Affective Research Methodologies to Construct Knowledge about Marginalised Groups . Journal of Marketing Management

Galalae C, Licsandru T . The Biography of a Spoon . Journal of Customer Behaviour