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

Publications: DR Tana Licsandru

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Boukis A, Licsandru T ( 2026 ) . Guest editorial: Understanding brand inclusivity . Journal of Product & Brand Management vol. 35 , ( 2 ) 165 - 171 .
Mal CI, Licsandru TC, Veresiu E ( 2026 ) . Refugee marketplace discrimination: a systematic integrative review . Journal of Marketing Management vol. 42 , ( 5-6 ) 594 - 643 .
Al Amin M, Elhoushy S, Licsandru TC, Lyngdoh T ( 2026 ) . Anthropomorphic AI traits and roles in customer journeys: a systematic review and the interaction–activation–outcome framework . Internet Research vol. 36 , ( 3 ) 1009 - 1034 .
Galalae C, Licsandru TC ( 2025 ) . The Biography of a Spoon . Journal of Customer Behaviour vol. 24 , ( 3 ) 46 - 53 .
Licsandru TC, Mari C, Kipnis E, Galalae C, Johnson E, Cross SNN, Cui CC, Kearney S et al. ( 2025 ) . Integrating Diversity, Equity and Inclusion in Management Education: An Empathy Framework . British Journal of Management vol. 37 , ( 1 )
Galalae C, Licsandru TC ( 2025 ) . Researching with discomfort: using affective research methodologies to construct knowledge about marginalised groups . Journal of Marketing Management vol. 41 , ( 15-16 ) 1609 - 1636 .
Cross SNN, Galalae C, Licsandru TC, Ruiz VM, Cui CC, Yoruk I, Johnson E ( 2025 ) . Co-creating sustained impact for diversity and inclusion engaged marketing . European Journal of Marketing vol. 59 , ( 6 ) 1458 - 1468 .
Licsandru T, Steccolini I, Chang S ( 2025 ) . Citizens' Inclusion in Public Services: A Systematic Review of the Public Administration Literature and Reflection on Future Research Avenues . Public Administration vol. 103 , ( 4 ) 1097 - 1119 .
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 ,
Howes A, Brokalaki Z, Sharifonnasabi Z, Licsandru TC ( 2024 ) . Towards an understanding of domestic practice as commodified work . Journal of Marketing Management vol. 40 , ( 17-18 ) 1529 - 1569 .
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 )
Galalae C ( 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, Kearney S, Ruiz VM ( 2023 ) . A Multicontextual Lens on Racism and Discrimination in the Multicultural Marketplace . Journal of the Association for Consumer Research vol. 8 , ( 1 ) 95 - 106 .
Yan Y, Gupta S ( 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 ( 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
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
Millard R, Licsandru T, Manika D, Gregory-Smith D . Online Surprise Gift-giving Services and Wellbeing: Sender and Recipient Perspectives . European Journal of Marketing
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