Transnational Business and Management

Online Luxury Consumer’s Brands Loyalty among Bangladeshi Women in East London

Ananya Rahman — 2023-12-22

The advent of advanced technology has revolutionized online business, significantly impacting the luxury clothing market. Women of Bangladeshi heritage in East London, initially sceptical about online purchases, have embraced the convenience of upgraded technology. Past studies assert that a substantial portion of purchases is now conducted online. This shift is attributed to online shopping’s accessibility, flexibility, and features such as cash refunds, absent in physical stores. For the fashion industry, online business proves strategic, expanding growth and success. However, existing literature overlooks issues like transaction complexities and potential data compromises in online shopping. This case study investigates brand loyalty and customer satisfaction among East London’s immigrant women in online luxury clothing purchases. The findings reveal the strong influence of luxury brands on women, emphasizing the need for continuous innovation. Diversity in consumer perceptions necessitates brand attention for sustained growth. Women allocate more budget to luxury clothing, signalling an opportunity for brands to expand collections. Quality emerges as a key factor, urging brands to refine quality control. Strong brand loyalty among women suggests effective business strategies and enduring customer relationships. The study highlights the increasing preference for online shopping, driven by factors like diverse products and free delivery. These insights guide luxury brands in tailoring strategies for customer satisfaction and sustained success. The complex dynamics of women’s perceptions, preferences, and behaviours in the luxury fashion market offer nuanced insights for strategic adaptation. Continuous improvement, diversification, and targeted marketing on digital platforms are recommended for sustained brand success.

Front Matter

2023-12-22

Evaluating Consumer’s Behaviour Towards Investing in Sustainable Luxury Real Estate

Nikhil Sharma — 2023-12-22

This study aimed to explore consumer's investment intentions toward sustainable luxury real estate by examining the impact of their environmental concerns, attitude, subjective norms, perceived behaviour control, and perception of buying/investing in sustainable luxury real estate. The study also looked at how customer gender and age affected the difference between purchase intentions for luxury real estate that is sustainable and luxury real estate that is not sustainable. This study employs a conceptual framework that expands the Theory of Planned Behavior by adding a new dimension (environmental concern), which previous research has shown to be extremely important in influencing customer purchase intentions for sustainable goods. 282 respondents were surveyed online and provided with a questionnaire, which was utilized to gather data. People in the age range of 18 to 40 who live in various parts of the world were the survey's target respondents since environmental concerns are not exclusive to any one nation or geographic area. The Microsoft Excel Spreadsheet was used to code and enter the data, and IBM SPSS version 26 was used for the analysis. The results of the overall modelling testing show a high influence of environmental concern, subjective norm, attitude and consumer perception on consumers’ purchase intention for environmentally sustainable luxury real estate. A considerable disparity between women and men customers as well as between various age groups was found in the research on gender variations in consumer's perceptions of sustainable luxury real estate.

Is the Inclusive Entrepreneurial Intention Among Women Ex-Prisoners a Perspective of Reintegration in Tunisia?

Bardaa Mohamed Amin — 2023-12-22

Inclusive entrepreneurship refers to the participation of marginalized groups in entrepreneurship to help them overcome social and economic challenges, which plays a very important role in poverty reduction. This study proposes that the main solution to this problem is to promote inclusive entrepreneurship through the production of inclusive and innovative services and goods. Among unconventional and marginalized entrepreneurs: women ex-prisoners. Planned Behavior Theory is used to predict inclusive entrepreneurial intention which may be the key to filling existing gaps in understanding the intention of female ex-prisoners to be inclusive entrepreneurs by also testing the moderating effect of Planned Behavior Theory to compare women’s behavioral traits to inclusive entrepreneurial intention. The results of the regression analysis show that attitude, subjective norms and perceived behavioral control are significant in relation to inclusive entrepreneurial intention among female ex-prisoners. In conclusion, this study suggests that “inclusive entrepreneurship”may be a viable solution to the problem observed in society and to unconventional female entrepreneurs, as entrepreneurship could be a more attractive option. Entrepreneurship can be like a solution for reintegration into society for women ex-prisoners.

From Online Community to Entrepreneurship in Romanian Handicraft Sewing Tradition

Oana Calin — 2023-12-22

The paper is an important contribution to scholarship on the relationships between online communities and entrepreneurial initiatives for business-to-consumer (B2C) in the traditional artisan market. The development of social networks based on information and communication technologies is creating the premises for a fluid circulation of people, ideas, and goods, turning the world into a “global village” (Nevzat, 2018). There is a growing market related to the handicraft industry, including the ones related to local traditions and customs. There is an increasing interest in this market, with the cultural sector representing 3.1% of the global GDP and 6.2% of job vacancies (UNESCO Launches… | UNESCO, n.y.). In 2022 the market for artisan market was valued at 752,2 billion USD with an expectancy of 1296,6 billion USD by 2028 (Research and Markets, n.y.), while the yarn and needle arts, that this research is studying, represent a 3 billion USD market in the US (GITNUX, 2023). Business in the artisan field is thriving around the world, bringing together unique local flavours and global communication channels, especially through social media. Even if, from history, the village area was the place for small initiatives and family-run businesses related to traditions and customs, the concept of business modelling in this market is still under development. This paper aims to clarify the role that social media has in defining entrepreneurial initiatives in the field of handicrafts and how online communities are supporting these activities, using the guidelines from Business Model Generation (Osterwalder et al., 2010). Data collection was carried out using netnography framework (Kozinets, 2010) by observing and analyzing the messages from online communities and other online public information and documents (Bowen, 2009). The study draws some conclusions and findings together with limitations and potential new research directions.

Editorial: Transnational Business in an Era of Uncertainty

Ibrahim Sirkeci — 2023-12-22

In the dynamic landscape of global business, where boundaries are blurred, markets are interconnected, and technology accelerates the pace of change, uncertainty has become a pervasive force shaping the decisions and strategies of transnational enterprises. We would like to see the forthcoming issues of the Transnational Business and Management Journal delve into the multifaceted realm of uncertainties in global markets, with a particular emphasis on the challenges posed by evolving market dynamics. In this issue, our contributors provide scholarship and case studies on different aspects relevant to transnational business and management practices. The first article titled “Understanding the Role of Social Media in Cryptocurrency Investment” by Nattapong Robkob. The second paper titled “Inclusive Entrepreneurial Intention Among Women Ex-Prisoners in Tunisia” by Bardaa Mohamed Amin. “Evaluating Consumer Behavior Towards Sustainable Luxury Real Estate Investment” is the third article coauthored by Nikhil Sharma and Susan Nwadinachi Akinwalere. The last paper in this issue is a case study titled “Online Luxury Consumer’s Brands Loyalty Among Bangladeshi Women in East London” by Ananya Rahman.