Transnational Marketing Journal 2022-04-27T14:04:38+00:00 Transnational Marketing Journal Open Journal Systems <p><strong>Transnational Marketing Journal</strong> (TMJ) is dedicated to publishing high quality contemporary research into transnational marketing practices and scholarship while encouraging critical approaches in the development of marketing theory and practice. TMJ is a journal which promotes and show-cases current research into marketing practices and challenges with an emphasis and relevance to cross border practices, issues, challenges facing marketers and researchers alike.</p> <p><strong>ISSN</strong>: 2041-4684 | <strong>e-ISSN</strong>: 2041-4692 | The abbreviated title: Transntl. Market. J.</p> <p><strong>Transnational Marketing Journal </strong>is published three times a year in April, August, and December.</p> <p><strong>Transnational Marketing Journal</strong> is indexed and abstracted by SCOPUS, ERIH Plus, RePEc among others.</p> Marketing after COVID-19: Crisis adaptation, innovation and sustainable technological advances 2022-04-24T08:16:56+00:00 Katia Iankova Pedro Longart <p>Today’s world changed tremendously after the COVID-19 pandemic. This crisis has, in turn, started or accelerated some of the globalisation processes that took root after the fall of the Berlin wall. A free to movement of people and goods without borders restrictions has allowed free zones, foreign direct investment, and so forth. This continuous evolution was perceived to be unbounded. With COVID 19, the beginning of a new era started. The increased closure of countries, appearance of regional differences, and the return to the state as a player limiting and regulating the markets is a reality. This was not anticipated before the COVID-19 global crisis. On the backdrop of this, technological advancements have facilitated the raise of new global powers. There seems to be an involution to the times of the cold war with all its mechanisms of restrictions. To complicate matters further, the use of the medical discoveries such as COVID vaccination have been deployed in the battle for political and economic influence.</p> 2022-04-26T00:00:00+00:00 Copyright (c) 2022 Transnational Marketing Journal Branding Al Ain as a tourist destination 2022-03-11T12:07:19+00:00 Pedro Longart Katia Iankova <p>This paper focuses on developing a tourist destination in the UAE, alongside the Sustainable Development Goals of increasing work opportunities and economic growth. The UAE has long recognised the importance of tourism for developing its economy. Abu Dhabi registered five sites in the UNESCO list of global heritage in 2011, and one of these sites is in the Oasis city of Al Ain. There is a potential for Al Ain to grow as a tourist destination, as part of the UAE nation brand. The research approach is mainly quantitative, using marketing research techniques such as Discrete Choice Analysis and Max-Diff to ascertain consumer preferences. The present study uses the 178 online questionnaires completed out of about 350 respondents. The findings of this study pose several practical implications. In the first place, it will determine how Al Ain can fit within a brand architecture of the Abu Dhabi Emirate or the UAE nation brand. Secondly, it can shed light on brand associations and the brand identity that Al Ain must pursue. It is considered that this piece of research can contribute to the development of Al Ain as a tourist destination and help organisations such as Abu Dhabi Department of Tourism and Cultural with the promotional messages and the positioning of Al Ain.</p> 2022-04-26T00:00:00+00:00 Copyright (c) 2022 Transnational Marketing Journal Impact of digital marketing on SMEs performance in Saudi Arabia: Implications on building NEOM 2021-04-25T14:53:54+00:00 Areej Algumzi <p>Digital marketing has replaced traditional marketing approaches due to an increase in the access to internet and communication technologies across the globe. In addition, it has created an opportunity for SMEs with limited market and funding to promote their brand across different regions, supporting balanced regional development. In this context, Saudi Arabia has been promoting the growth of SMEs through various initiatives as a part of its vision 2030 programme. Accordingly, NEOM city, a multi-billion project was launched to support businesses, innovators, entrepreneurs, and researchers by proposing the city as a hub for international entrepreneurs. However, it is unclear how the local SMEs and their approaches toward digital marketing would be impacted, and how the city can support them. This paper analyses and evaluates the impact of digital marketing on SMEs performance in Saudi Arabia, and its implications for developing NEOM city. An online survey questionnaire instrument was used for collecting data from 358 entrepreneurs and business owners categorised under SMEs. Low-cost marketing mix with techniques such as email marketing, social media marketing are preferred by SMEs. Cultural, economic, and technological are the major factors identified influencing the adoption of digital marketing by SMEs. Digital marketing reflected more positive impact on strategic performance (customers and employees’ satisfaction) than financial performance (profitability and sustainability) of Saudi Arabian SMEs. Saudi Arabian SMEs reflect their readiness and preparedness to reap the benefits from the Saudization programme, with a few minor issues related to socio-cultural, technological, and labour challenges.</p> 2022-04-26T00:00:00+00:00 Copyright (c) 2021 Transnational Marketing Journal Innovative crisis-response through best human resources practices during COVID-19 2022-02-07T17:47:38+00:00 Bharti Pandya Bistra Boukareva <p>During COVID-19, Human Resources evolved as a pivotal organisational function, able to ensure continuity of the business by balancing demands of employees and business. Concurrently, it ensured operational vitality by navigating the crisis through implementing innovative human resources practices. Human Resources practitioners responded swiftly to the operational, administrative, and strategic challenges posed by the dynamics of external and internal changes. This qualitative and informative research explores the innovative practices implemented by human resources practitioners as a response to past health pandemics and the Covid-19 crisis. A mix of inductive, deductive, and indicative-deductive thematic analysis was applied to present the findings from the literature review on Human Resources practices during health-pandemics before Covid-19 and during Covid-19 (published in 2020-2021). This study found Human Resources practitioners amongst the first responders to a health-related crisis. During a crisis, the HR role skews towards becoming a responsive change agent sustaining empathy and productivity whilst implementing new policies and practices, redefining the work, workforce, and the workplace in response to the changing external environment. The innovative HR practices implemented during the Covid-19 crisis will offer insights to the Management and HR practitioners, and will further guide the re-invention and championing of creative people management strategies for achieving human capital and organisational resilience. Decision-makers will understand the value of responsive practices at the time of global crisis.</p> 2022-04-26T00:00:00+00:00 Copyright (c) 2022 Transnational Marketing Journal Antecedents of consumptive behavior prior to the celebration of Eid Al-Fitr during the COVID-19 pandemic 2022-02-21T19:44:52+00:00 Amaliyah Amaliyah Aminatus Zakhra <p>Activities leading up to the celebration of Eid al-Fitr are the peak moments of crowds that cannot be avoided in Indonesia. The community, especially Muslim families, enthusiastically welcomed the celebration. This is marked by an increase in visitors to various shopping places. However, during the current pandemic, this consumptive behavior is still being carried out. This study intends to find out the community's perspective on the level of consumptive behavior before Eid during the Covid-19 pandemic. This study uses a quantitative method with the distribution of respondents in Madura, East Java. The results of this study indicate that internal factors in terms of psychological and personal, and external factors in terms of culture and social class affect consumptive behavior. Because these two things are always together in carrying out activities to fulfill wants and needs, this is also reinforced by the habits of the Madurese community ahead of Eid, namely homecoming activities despite the regional restrictions imposed by the government during the pandemic.</p> 2022-04-26T00:00:00+00:00 Copyright (c) 2022 Transnational Marketing Journal The shifting trend in online buyer's behaviour under the impact of COVID-19 pandemic in Vietnam 2022-03-02T12:25:30+00:00 Ha Thu Nguyen Thuy Dam Luong Hoang Huy Khanh Nguyen <p>COVID-19 temporarily hindered the development of physical stores, nevertheless, triggered the outbreak of online business. Consequently, there should be growing demands for purchasing over internet-based platform. In order to investigate online purchase intention and online shopping behaviour, this study developed a research framework basing on the analysis of 05 different variables, namely: subjective norm, attitude, behavioural control, trust, and perceived risk. A sample of 307 Vietnamese online customers have been surveyed, resulting to the findings that behavioural control and trust have direct influence on online purchase intention, then indirectly generates online shopping behaviour. Especially, trust is considered to have the greatest effects, followed by behavioural control. From the results, implications can be established about marketing implementation in online shopping service. In other words, marketing campaigns for COVID-19 context is aimed at highly productive purposes in order to coping with epidemic time.</p> 2022-04-26T00:00:00+00:00 Copyright (c) 2022 Transnational Marketing Journal Social media usage in higher education: Role in marketing and communication during COVID-19 2022-03-09T12:56:26+00:00 Abhishek Shukla Kamini Bhasin <p>Major higher educational institutions exert efforts on social media to establish relationships with students, aspirants, alumni and other stakeholders. These efforts have been increased in the worldwide pandemic of COVID-19 as institutions are left only with social media channels as a medium to communicate and build their branding. Therefore, it is important to examine the various Facebook posts that become important for delivering the information and building a positive association with its stakeholders. The current study adopted the content analysis method to examine the various posts of the top 20 Indian universities during June 2020-November, 2020. The results revealed that university type, post category and post format were the important factors to increase the reachability (likes and shares) and engagement (comments and total engagement) of the post with its stakeholders during the above-stated period. Additionally, the posts in the category of events and announcements recorded the highest engagements. The current study also examined that the top relevant comments, content (positive sentiments and negative sentiments), gender, and users were not the factor in increasing engagement. This study provides strategies for universities to increase reachability and engagement concerning content creation and its format on social media platforms.</p> 2022-04-26T00:00:00+00:00 Copyright (c) 2022 Transnational Marketing Journal Slave to sachet economy: Socio-cultural insights 2022-03-02T12:29:49+00:00 Hernani Manalo Ma. Riza Manalo <p>This paper investigates the socio-cultural insights on the Philippines’ massive consumption of plastic-sachets packed products and the peoples’ disposal habits of single-use plastic sachet wastes. A mixed-method approach was used including a focus group discussion among 6 environmental experts, and a critical selection of concepts from the literature. Deductive thematic analysis aided the main findings. The socio-cultural lens reveals that “Tingi” culture, the society’s old practice of patronizing retail products, and the peoples’ preference for convenience, further fueled by multinational corporations (MNCs) marketing strategies, have enslaved the society to a sachet economy. Furthermore, people’s lackadaisical attitude toward the environment shown in their massive littering habits and poor enforcement of environmental laws damaged the environment. It is recommended that the government should compel the MNCs to reduce the production and sale of plastic sachets by 5% and convert these into refillable containers. Such action will substantially reduce sachet wastes that go to the waterways by as much as 600 million packs annually. Also, the government should adopt the Extended Producer Responsibility (EPR) policy in which the responsibility of managing plastic sachet wastes is passed on to the MNCs. Environmental nudges, penalties, and incentivizing projects adhering to a circular economy should also be implemented. The issue of over-consumption and disposal of single-use plastic sachet waste in the Philippines is inadequately explored from a socio-cultural lens. This study fills the gap in knowledge and understanding of the phenomenon to address the environmental threat resulting from peoples’ single-use plastic sachet consumption and disposal behavior.</p> 2022-04-26T00:00:00+00:00 Copyright (c) 2022 Transnational Marketing Journal Revenue management during the COVIDization of the economy 2022-03-09T12:34:55+00:00 Radko Radev Veselina Yankova <p>The purpose of this article is to prove the need to perceive revenues as a manageable variable by applying an active approach to companies’ management during the COVIDization of the economy. In this regard, the article illustrates the role of revenues as a factor and as a result. Revenues underlie the formation of all major financial indicators. They are key measures of a company’s growth and performance. This dual nature of revenues is revealed in the context of economics, accounting and financial management. Their importance determines the need to adopt an active approach to revenue management of the economy during COVID-19 pandemic or other similar future occurrences. From a theoretical point of view, the active approach has been justified in the context of the classical strategic management methods emphasising the leading role of marketing. The main research hypothesis tested is that in the conditions of a sharp change in the economy during COVIDization, the importance of the active approach of operating revenue management as the main variable (KPI), cannot be understated.</p> 2022-04-26T00:00:00+00:00 Copyright (c) 2022 Transnational Marketing Journal Exploring the Emirati female student entrepreneurs in the UAE through the theory of planned behaviour 2022-02-22T11:21:15+00:00 V.S. Damodharan K. A. Asraar Ahmed <p>This study’s primary goal is to determine that investment in entrepreneurship education is vital as it will help in new venture creation and identify future leaders with an entrepreneurial mindset. The research aims to examine whether there is an interest and awareness in the entrepreneurial intentions among female Emirati students studying in the UAE. The study also tries to find any differences in the different curricula that impact their preferences in the UAE. This study’s conceptual framework primarily relies on the existing Theory of Planned Behavior (TPB). This research is an empirical study the results and analysis are from the survey data of 490 Emirati female students in HCT higher education in the UAE. This study and the research analysis show the various factors: Attitude, Subjective Nom, Perceived Behavioral Control, Family Background, Level of Awareness, and Knowledge of the student, have the most significant impact on Entrepreneurship Intention to become future Entrepreneurs. All three core constructs of the Theory of Planned Behavior substantially affect entrepreneurship intention. The Subjective Norm has an inverse relationship (negatively significant) with Behavioral Intention, which indicates that the respondents’ peers in this study are against entrepreneurship. This paper is unique because it gives a glimpse of the new innovative ways the next generation of students will think about business models during and after the COVID-19 pandemic. These new business models and approaches will have a more significant impact. Entrepreneurship intentions will be a deciding factor for the next generation of leaders in the UAE.</p> 2022-04-26T00:00:00+00:00 Copyright (c) 2022 Transnational Marketing Journal A new perspective of brand equity: the case of pottery craft village collective brand in Vietnam 2022-03-21T13:25:54+00:00 Quang Van Ngo Ha Thu Thi Vu <p>Brand equity is one of the most critical factors that significantly affect the success of any business. With 860 samples, this study indicates that the brand equity of a collective Vietnamese pottery craft village is constituted by four factors, including brand awareness, brand association, perceived quality, and brand loyalty. Particularly, brand awareness has the strongest and most positive impact on the pottery village collective brand equity. This study is a way to confirm the difference between brand awareness and brand association (two variables are measured by independent scales), therefore, it is impossible to combine these two variables in testing and measuring brand equity as done by controversial studies in recent years. This study has revealed that “age” contributes as the regulatory moderation impacts the relationship between brand awareness, brand association, perceived quality, brand loyalty and collective brand equity of pottery craft village. This research also has proposed suggestions to help the pottery village collective brand owner increase their brand value.</p> 2022-04-26T00:00:00+00:00 Copyright (c) 2022 Transnational Marketing Journal Antecedents of QR code acceptance during Covid-19: Towards sustainability 2022-04-27T14:04:38+00:00 V.S. Damodharan K.A. Asraar Ahmed <p>This is an exploratory study of Quick Response (QR) code usage in India in Bangalore city during the Covid-19. QR is a ubiquitous tool extensively used in many developed countries to attract customers through sustainability marketing. The significant penetration among smartphone users in developing countries like India has increased the usage of QR codes for various services like digital information sharing, digital payments, digital shopping, digital coupons, etc. The digital payment method is one of the top 17 agendas of United Nations sustainable development goals. This research paper aims to identify the critical elements of behavioural intention towards QR code acceptance (BIQRA) among Indian smartphone users. This research uses survey data from 432 smartphone users from Bangalore city during COVID-19. This research paper focuses on the knowledge gap of sustainability marketing using QR codes and helps beginners understand how PLS-SEM uses sustainability marketing research. The research finding found increased QR-code usage among the customers during the Covid-19 in Bangalore city.</p> 2022-04-27T00:00:00+00:00 Copyright (c) 2022 Transnational Marketing Journal