Trinitaria (Tari) is a first-year PhD candidate in the Department of Marketing at the University of Western Australia (UWA) Business School. She is sponsored by Indonesian Endowment Fund for Education, commonly known as LPDP Scholarship. She holds a bachelor’s degree in chemistry from Universitas Andalas, Padang, Indonesia and a master’s degree in marketing management from Universitas Mercu Buana, Jakarta, Indonesia. She is a former manager at a government-owned company, PT. Pegadaian, where she worked for 9 years and gained her interest in learning about branding and consumer emotion. Continue pursuing her career as an academia, Tari is now commited as a lecturer at Universitas Islam Negeri Imam Bonjol Padang, Indonesia, where she teaches subjects as follow: introduction to marketing management, consumer behavior, sharia hotel management, and entrepreneurship. Tari’s research primarily focus on global-local branding and consumer emotion. She also shows interest in service management and consumer behavior, particularly in fashion and creative industry.