Naila Zulfa

PHD Student

Naila Zulfa

Naila Zulfa

Academic Area(s): Marketing & Reputation
Supervisor(s): Professor Kevin Money, Professor Kevin Money
Research Topic(s): You Are To Whom You Speak: How Do Social Tuning and Anti-Tuning Influence the Identity of Word-of-Mouth Source?
n.zulfa@pgr.reading.ac.uk

Biography

Naila has research interest in consumer identity and compensatory behaviour. Supervised by Prof. Kevin Money and Prof. Yuksel Ekinci, her research investigates how consumers’ social identities and identification to their communication partner inform and influence word-of-mouth. 

Prior to her doctorate study, she has been a lecturer at the Department of Management, Faculty of Economic and Business, Universitas Gadjah Mada (FEB-UGM), Indonesia since 2000. She taught Consumer Behaviour, Principles of Marketing, Business Negotiation, and Business Research Methods for FEB-UGM’s undergraduate program. She conducted research in customer satisfaction, word-of-mouth and loyalty in service industry before she earned a MS in Marketing from Temple University, Philadelphia, USA, where she started developing her interest in consumer identity and did a study on the impact of bicultural identity on product preferences. She also earned a postgraduate degree in Marketing of Services from Maastricht School of Management, The Netherlands, in 2008 and a MA in Korean Economy and Business from Kyung Hee University, South Korea, in 2003 with a thesis on the impact of Korean bank merger on bank efficiency.