Transnational Marketing Journal <p><a title="Transnational Marketing Journal" href=""><em><img style="padding: 0 15px; float: left;" src="" alt="Transnational Marketing Journal" height="200" /></em></a><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 indexed and abstracted by SCOPUS, ERIH Plus, RePEc among others.</p> Transnational Press London en-US Transnational Marketing Journal 2041-4684 Gábor Rekettye (2019). Value Creation 4.0- Marketing Products in the 21st Century <p>Gábor REKETTYE (2019). <strong>Value Creation 4.0- Marketing Products in the 21st Century.</strong> Transnational Press London, 251 pp, ISBN: 978-1- 912997-21-3. Reviewed by Isabel Da Silva.</p> Isabel Da Silva Copyright (c) 2020 Transnational Press London 2020-05-15 2020-05-15 8 1 125 128 10.33182/tmj.v8i1.997 Gábor Rekettye (2019). Value Creation 4.0- Marketing Products in the 21st Century <p>Gábor REKETTYE (2019). <strong>Value Creation 4.0- Marketing Products in the 21st Century.</strong> Transnational Press London, 251 pp, ISBN: 978-1- 912997-21-3. Reviewed by Mujde Bideci</p> Mujde Bideci Copyright (c) 2020 Transnational Press London 2020-05-15 2020-05-15 8 1 129 131 10.33182/tmj.v8i1.996 Customer Orientation, Innovation and the Mediating Role of Crowdsourcing in Organizational Performance <p>This study aims to explore the relationship between customer orientation, innovative and organizational performance as well as to ascertain crowdsourcing’s mediating role in augmenting innovative performance in the Turkish Defense and Aerospace Industry. A survey was distributed to 54 C-level executives who are members of Turkish Defense and Aerospace Manufacturers Association (SaSAD). First, a regression analysis was used to predict the impact of customer orientation on innovative and organizational performance. Then, a hierarchical regression analysis was performed to assess if crowdsourcing has a positive impact on enhancing innovative performance. While customer orientation has a somewhat moderate impact on organizational performance, it enhances organizations’ innovative performance to a great extent. Furthermore, while innovative performance does not have an immediate positive impact on organizational performance in the short-term, crowdsourcing significantly helps organizations to augment their innovative performance. Whereas extant studies of strategic orientation have focused mainly on the orientation–performance relationship, very few studies provided quantitative evidence regarding the exclusive impact of customer orientation on performance. More importantly, this study aims to explore the mediating role of crowdsourcing between customer orientation and innovative performance in the Turkish defence and aerospace industry, which has a completely peculiar structure.</p> Alpaslan Kelleci Erdoğan Taşkın Copyright (c) 2020 Transnational Marketing Journal 2020-05-20 2020-05-20 8 1 7 26 10.33182/tmj.v8i1.988 Startup Branding: A Case Study of Pegipegi <p>This study examines the brand strategy of a startup firm in Indonesia, Pegipegi, an online travel agent, which provides travel ticket and hotel reservation services. The study was conducted in response to the fastest-growing startups in Indonesia, especially in e-commerce. A case study research method was used to investigate how this startup developed its brand and succeeded. The qualitative data were taken from websites, online news, advertisement in online and offline media. In addition, face-to-face interviews with public relation and media manager were also employed. The results show that Pegipegi develops its brand through the improvement of its brand identity and positioning to show its differences from its competitors. Furthermore, it develops its brand experience and promises as an online travel agent which is user friendly, convenient and interactive. Marketing communication has been conducted through advertisement in online and offline channels to increase brand awareness and purchases. Customer rewards were given to maintain customer relationship and loyalty. However, other marketing strategies such as alliance, service availability, co-branding, e-WOM, and business to business relationship were also adopted by the startup company. This present study contributes to the existing startup branding research, especially in Indonesia.</p> Tri Wismiarsi Muchsin Saggaff Shihab Holila Hatta Nathalia Tjandra Copyright (c) 2020 Transnational Marketing Journal 2020-05-20 2020-05-20 8 1 27 50 10.33182/tmj.v8i1.721 Factors Influencing Green Purchase Behavior among Young Consumers in Saudi Arabia <p>For environmental and business reasons, understanding the consumer behaviour of the young towards green products is very important. Therefore, the main purpose of this study is to investigate the factors influencing green product buying intention and behaviour among young consumers in Saudi Arabia. The study has developed a set of hypotheses utilising the theory of planned behaviour (TPB) as a guiding principle. They were tested based on data collected from 257 individuals through the use of the Partial Least Square (PLS) method. The findings showed that a culture of collectivism was the best way to predict the green purchasing intentions of young Saudis, followed by a willingness to pay, environmental self-identity and peer pressure. Additionally, purchasing intention is a major factor influencing actual green purchasing behaviour.</p> Abdulalem Mohammed Abdo Homaid Wail Alaswadi Copyright (c) 2020 Transnational Marketing Journal 2020-04-06 2020-04-06 8 1 51 73 10.33182/tmj.v8i1.887 The Effect of Service Quality on Customers' Satisfaction in Mobile Phone Services in the UAE <p>This study aims to determine the dimensions of mobile service quality and to examine their effect on customer satisfaction in UAE mobile phone service providers while also investigating the behavioural differences between mobile phone customers with prepaid and postpaid subscriptions. A combination of the SERVPERF model has been adopted as the main framework for analyzing service quality. A structured questionnaire instrument was designed for data collection. The present study concentrates on the level of customers’ satisfaction for leading service providers in the UAE mobile industry. Etisalat and Du were chosen for this study. A sample of (452) mobile phone users in Abu Dhabi city was selected at random using convenience-sampling. We found a positive effect of both functional and technical service quality (network quality) on customers’ satisfaction. Functional and technical dimensions were good predictors of customer satisfaction and confirmed the multidimensional nature of service quality. Also, the service quality dimensions; reliability, assurances, and responsiveness are found to be significant predictors of customer satisfaction. Behavioural difference between mobile phone customers is also significant in predicting customer satisfaction for postpaid subscribers. However, only reliability and network quality are significant predictors of customer satisfaction for prepaid subscribers. The model developed in this study provides marketers and researchers with a diagnostic tool to assess service quality from the perspectives of customers to meet the customer’s expectations and ensure customer satisfaction.</p> Emad Yusuf Masoud Copyright (c) 2020 Transnational Marketing Journal 2020-04-06 2020-04-06 8 1 75 94 10.33182/tmj.v8i1.846 Optimizing the Marketing Strategies of Qantas Airways and Thai Airways <p>First, we revisit the concepts of airline marketing strategy, its components, code-share agreements, Business Model Canvas (BMC) and the benefits of marketing via strategic alliances. Due to the growth in the low-cost airlines sector and air transport passengers, traditional airlines have become increasingly exposed to a highly competitive international market, with airfares having to be reduced and efficiency increased. In response, airline companies have shifted their focus to investing in airline marketing and strategy research. In the meantime, passenger expectations change, and markets evolve rapidly. Hence, this case study is aimed at examining recent trends in passenger satisfaction and expectations, with reference to the marketing factors and airline cooperative strategies of Qantas and Thai Airways. For the study, both qualitative and quantitative approaches were employed and the results are presented separately. In the quantitative section, the BMCs of Qantas and Thai Airways are discussed to determine whether these two airlines can implement the code-sharing agreement. In the following part, customer satisfaction and expectations survey results are used to identify optimal marketing strategies and to formulate recommendations.</p> Iryna Heiets Varit Prakittachakul Copyright (c) 2020 Transnational Marketing Journal 2020-05-20 2020-05-20 8 1 95 124 10.33182/tmj.v8i1.944 Front Matter Transnational Marketing Journal Copyright (c) 2020 2020-05-20 2020-05-20 8 1 Editorial: Marketing and Consumers in an Era of Disruption Caused by Covid-19 Pandemic <p>Six months ago, nobody would have thought of a disruption in such a scale. COVID-19 pandemic starting in China spreading across the grids of global human mobility (Sirkeci and Yucesahin, 2020) sent shock waves around the world and quickly brought life to a halt in many countries. Not only the anxiety and fear of a deadly virus spreading around but also the measures taken against it perhaps changed our lives as consumers, marketers, and researchers. The new norm is in progress as the old is troubled. In this issue of the Journal, we have articles dealing with a range of case studies from airline industry to tourism and mobile phone services. We have also included a call for papers for a special issue on coronavirus pandemic and its impact on marketing, markets and consumers. </p> Ibrahim Sirkeci Copyright (c) 2020 Transnational Marketing Journal 2020-05-20 2020-05-20 8 1 1 6 10.33182/tmj.v8i1.954