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Feri, Alessandro

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I am an Assistant Professor of Marketing at John Cabot University, as well as an Associate Researcher at Edinburgh Napier University Business School. With a PhD in Marketing and a Postgraduate Certificate (PgCert) in Business and Management Research Methods, I am a Fellow of the Higher Education Academy (FHEA) and a member of the Italian Marketing Society. I also contribute to Medinge, a think tank of conscientious brand experts. My research interests span branding, sustainability, impulse buying, and active mobility. I have provided consultancy in funded applied research projects, including the Knowledge Transfer Partnership, Interface, and the European Institute of Innovation and Technology (EIT). My research-informed teaching emphasizes both theoretical and industry-driven marketing fundamentals, covering topics such as Principles of Marketing, Brand Management, Integrated Marketing Communications, and International Marketing.

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Now showing 1 - 7 of 7
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    PublicationOpen Access
    Message in a Bottle of Wine from Emerging Markets. Is the Country of Origin Still a Relevant Cue in Consumers’ Perceptions?
    (2023) Guardato, Andrea; Osei, Collins; Feri, Alessandro; Tjandra, Nathalia Christiani
    Research shows that country of origin (COO) has a significant impact on product evaluations and purchasing behaviour. However, there is a lack of clarity regarding the effects of COO on Generation Y within the wine industry. Therefore, this study aims to provide clarity on the impact of COO on consumer perception when purchasing wine from emerging markets such as Chile, South Africa, and China. Qualitative research was conducted with atotal of 28 individuals who participated in a qualitative survey. Thematic analysis was used to analyse the data. The results indicate that COO is still an important cue for consumers when evaluating the quality of wine. However, other factors such as price, design, and type of grape are perceived as important factors that influence consumers' perceptions. The findings of this investigation can guide wine marketers in selecting appropriate cues for their international marketing strategies.
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    PublicationOpen Access
    Navigating Brand Purpose in the Post-Pandemic Era: Insights from Marketing Agencies on Supporting SDGs through Strategic Delineation and Execution
    (Emerald, 2024) Feri, Alessandro; Ind, Nicholas Jonathan; Tjandra, Nathalia Christiani
    Purpose This study aims to investigate the role of marketing agencies in aligning brand purpose with the Sustainable Development Goals (SDGs) in the post-pandemic era. This study explores whether and how marketing agencies delineate and execute brand purpose in a way that supports sustainable consumption and marketing models. Design/methodology/approach Data were gathered from semi-structured interviews with 35 senior manage rs at UK-based marketing agencies. The interviews were recorded, transcribed and analysed using NVivo software for inductive coding. Findings The study reveals that brand purpose in the post-pandemic era is increasingly aligned with the SDGs. Marketing agencies play a pivotal role in this alignment, as they not only help to delineate and execute the brand purpose but also do so in a way that amplifies perceived authenticity in the eyes of the brand stakeholders. Originality/value This research underscores the significance of marketing agencies in delineating and executing brand purpose that aligns with the SDGs. It enriches the literature by illustrating how agency expertise contributes to the evolution of brand purpose, guiding businesses towards responsible marketing practices and consumption patterns that support a sustainable future.
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    Qualitative approaches: Case study research
    (Routledge, 2023) Tjandra, Nathalia C.; Feri, Alessandro
    In this chapter, we have provided guidance for conducting a qualitative case study in business and management research. At the end of this chapter, the reader will be able to: (i) comprehend what a case study research method is; (ii) identify the relevant situation for doing a case study; (iii) understand the underpinning research philosophy of case study research; (iv) design case study research using multi-method data collection; (v) analyze and discuss case study research findings; (vi) conduct a rigorous evaluation of the quality of case study research; and (vii) report case study research.
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    The Core Attributes of Conscientious Brands: A Stakeholder Perspective
    (2025) Tjandra, Nathalia C.; Feri, Alessandro; Ind, Nicholas; Iglesias, Oriol; Backhaus, Christof; Seegebarth, Barbara
    Conscientious brands go beyond corporate social responsibility initiatives, which are often disconnected from brand strategy, by embedding a moral belief system that drives strategic decisions and actions, and spurs positive transformative change. Recent research has highlighted several key attributes of conscientious brands, but most studies have only been based on the views of managers. To better understand the construct from a diverse stakeholder perspective, we conducted 68 in-depth qualitative interviews with senior managers of global brands, senior managers of marketing agencies, and consumers. The findings show that conscientious brands are driven by a transformative purpose, and a belief in stakeholder fairness, temporal responsibility and organizational openness. Additionally, the actions that result from beliefs are rooted in moral integrity and measured through key performance indicators. The findings also provide valuable nuances on the aligned, complementary, and conflictual perspectives of each stakeholder group.
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    Franchise Branding in the Fast-Food Sector: Insights from the USA and France
    (Springer, 2025) Feri, Alessandro; Lachuer, Julien; Perrigot, Rozenn; Watson, Anna
    Franchisors have to not only promote their products and services to their end-customers, but also their business concepts and their franchise opportunities to franchisee candidates. In this paper, we seek to better understand the values and attributes of the system that franchisors communicate to potential franchisees and to determine whether this differs in different cultural contexts where franchisees may hold different values. The aim of this paper is therefore to (1) identify the key brand benefits that franchisors communicate to potential franchisees and (2) explore whether there are differences between franchise chains in different cultural contexts—in this case, the USA and France. Our empirical study is based on an examination of franchise recruitment advertising used by fast-food franchisors in franchise directories. Our sample includes 690 franchise chains operating in the fast-food industry, both in the USA (297 chains) and France (393 chains). Our findings show that, in both countries, franchisors try to emphasize the benefits of the business concept itself—through descriptions of their product offer and the restaurants’ atmosphere—as well as demonstrate the benefits of their franchise system. We further find differences in some of the key brand benefits communicated depending on the cultural context.
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    The Marketing Agency Role in Delineating and Communicating Brand Purpose
    (Springer, 2024) Feri, Alessandro; Ind, Nicholas; Tjandra, Nathalia C.
    To create the solutions that can tackle such problems as climate change, biodiversity loss and inequality, firms need to care. A commitment to caring helps managers to listen to others and to have the courage to act in line with their brand purpose. The idea of brand purpose has become widely discussed as a way of enhancing the value of brands and their relevance to consumers and other stakeholders. This study aims to gain insights from senior managers in marketing agencies, an under-researched stakeholder group actively translating brand purpose. A qualitative methodology was chosen due to the lack of substantive theory. Semi-structured interviews were conducted with 35 senior managers from UK marketing agencies, selected for branding expertise and experience. Questions were developed based on literature and interviews were recorded, transcribed, and coded using NVivo. Findings reveal that an authentic brand purpose enables brands to care beyond financial motivations. Brand purpose answers the “why” question, providing meaning and clarity to stakeholders. This research contributes to understanding brand purpose and perceived authenticity. Authentic purpose drives care and gives brands a reason to exist beyond financial incentives. Marketing agencies play a crucial role in shaping and communicating brand purpose, affecting stakeholders’ perception.
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    PublicationOpen Access
    Past, present and future of conscientious brands
    (2025) Iglesias, Oriol; Ind, Nicholas; Tjandra, Nathalia C.; Feri, Alessandro; Guzman, Francisco; Lee, Zoe
    This editorial first looks to the past to review the origins of the construct of conscientious brands, which was launched in a 2011 Special Issue of the Journal of Brand Management. Then, it presents the evolution of the construct, which leads us to the eight papers in this Special Issue which both deepen and extend the understanding of conscientious brands. Building on the inspiration of the papers, we look to the future and posit the issues that research should focus on in exploring how conscientious brands can promote systemic transformative change through stakeholder co-creation networks.