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 Coronavirus Pandemic and Disruptive Impact on Marketing and Consumers <p>A year full of exciting expectations, technological innovations and business opportunities, this is how 2020 was predicted to be by many business analysts and experts. However, some unexpected events followed since the identification of COVID-19 in China. This later escalated to a pandemic spreading across the grids of global human mobility 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. The new reality or realities will define marketing in the aftermath of the pandemic and there are already some signs of major disruptive changes. This special issue offers a selection of studies looking into the impact of COVID-19 pandemic with a particular focus on consumer behaviours during the lockdown in early 2020. These studies are drawing on fresh evidence collected via online and offline methods to help strategists understand the scale and depth of the disruption.</p> Lilit Baghdasaryan Ibrahim Sirkeci Copyright (c) 2020 Transnational Marketing Journal 2020-10-20 2020-10-20 8 2 133 134 10.33182/tmj.v8i2.1180 Consumption Emotions and Consumer Values among Turkish Consumers during the COVID-19 Pandemic <p>The COVID 19 pandemic created economic havoc around the world. Along with healthcare challenges, the pandemic has also been changing consumer lifestyles. It affects business structures and service delivery too. This article draws on an investigation of the effect of consumption emotions of Turkish consumers on consumer values during the COVID 19 Pandemic. A convenience sampling method was adopted in the study and a questionnaire survey was administered to collect 390 consumer cases. The results show that the consumption emotions of Turkish consumers during the COVID 19 Pandemichad a significant positive effect on consumer values. It was found that Turkish consumers were to feel anxiety, calmness and hope more often than not during the pandemic.</p> Nevin Karabiyik Yerden Copyright (c) 2020 Transnational Marketing Journal 2020-10-20 2020-10-20 8 2 135 160 10.33182/tmj.v8i2.1173 “I stay at work for you, you stay at home for us.” Does this Covid-19 campaign work for the youth in Asia? <p>This study investigated the relationship between guilt appeal and compliance with social distancing measures. We proposed that the relationship is double mediated by empathy and responsibility for the unfortunate people who have suffered from COVID-19. This research is novel to an extent as an experimental method is used in the Asian context. The results exhibited that guilt positively affected compliance with social distancing measures. The respondents were directly or indirectly compliant due to the emotions of empathy and responsibility. The theoretical and practical contributions of this study were presented.</p> Jappy Fanggidae Ridolof Batilmurik Pieter Samadara Copyright (c) 2020 Transnational Marketing Journal 2020-10-20 2020-10-20 8 2 161 175 10.33182/tmj.v8i2.1113 Spillover effect of Covid19 on the Global Economy <p>The pandemic of COVID19 has disrupted every aspect of life. From groceries to medicines, travel to events, sports to funerals, economics to politics and religion to social rights all domains of life have been shaken up by this infectious virus. The impact is deep and will have a lasting effect. The situation is severe in some countries and it is too soon to estimate the exact impact of COVID19 on the global economy. This is a review article examining different facets of the pandemic to understand the impact on the economy. This article examines the effect of this crisis on the financial markets, banking, hospitality, and health care sectors. The data comes from various reports published by the various organizations and institutions worldwide and the recent limited research literature available on this topic. The bitter truth is that the pandemic will have a substantial and extended negative impact on the global economy, especially on the financial and hospitality industry.</p> Hasnan Baber Copyright (c) 2020 Transnational Marketing Journal 2020-10-20 2020-10-20 8 2 177 196 10.33182/tmj.v8i2.1067 Consumption switch at haste: insights from Indian low-income customers for adopting Fintech services due to the pandemic <p>The Covid-19 pandemic has created an environment of uncertainty, stress and financial vulnerability. As countries all over the world adopted preventive strategies ranging from voluntary isolations to stringent lockdowns, people and businesses were required to adjust their dispositions to the new normal resulting in new behaviors. The customer behaviour in financial services was also impacted and especially in developing economies as people were required to move to digital financial platforms at haste. In recent times, Fintech services are on a steady rise globally but their presence in the emerging markets is in a nascent stage and adoption by the low-income segment customers has largely been elusive. Much work is required to understand the needs of this customer cohort to identify factors for product adoption. This study investigates the impact on financial behavior among low-income segment customers for Fintech services due to the pandemic. By testing a set of hypotheses regarding inclination to adopt Fintech the study presents prominent antecedents such as fear, social influence, awareness and trust that led to positive product adoption. The study discusses the theoretical and managerial implications of the study and presents direction for future research.</p> Soniya Billore Gautam Billore Copyright (c) 2020 Transnational Marketing Journal 2020-10-20 2020-10-20 8 2 197 218 10.33182/tmj.v8i2.1064 Health or Death? The Online Purchase Intentions of Consumers during the COVID-19 Pandemic <p>Consumer behaviour can change according to time and conditions. The hedonic and utilitarian values that evoke our sense of purchase can be effective in producing these differences. Specifically, consumers display purchasing activities with different values and behaviours when they feel insecure, such the feeling of a potential threat to their lives, such as during the current COVID-19 pandemic. The present cross-sectional study aims to investigate the effects of such a potential threat on online purchase intentions toward food products and whether hedonic and/or utilitarian shopping values play a mediating role in these relations during the current COVID-19 pandemic conditions in Turkey. More specifically, data was collected from 556 food consumers during April 2020 using an online survey. This study used a structural equation model to analyse and test the research hypotheses. The results show that a perceived potential threat to life (death threat) is positively related to both utilitarian versus hedonic shopping value and online purchase intentions toward food products. Also, utilitarian versus hedonic shopping values are positively related to a death threat with regard to food products. Utilitarian shopping and hedonic shopping values can play a mediating role between death threat and online purchase intentions. This demonstrates that a strong perceived threat to life, such as in the case of the COVID-19 pandemic or other high risk factors, will result in the intention to buy foods providing hedonic or utilitarian value, which promotes online shopping.</p> Resul Öztürk Copyright (c) 2020 Transnational Marketing Journal 2020-10-20 2020-10-20 8 2 219 241 10.33182/tmj.v8i2.1069 The Impact of Anxiety Caused by COVID-19 on Consumer Behaviour <p>The main purpose of this study is to examine the effect of anxiety that people experience due to the rapidly spreading Covid-19 on consumer behaviour. The sub-objectives of this study are to test the relationship among the anxiety caused by Covid-19, consumer behaviour and socio-demographic variables. In line with this purpose, qualitative research was conducted on 251 academicians working in Gaziantep University. Demographic information form, Death Anxiety Scale developed by Thorson and Powell (1992) and Consumer Behaviour Scale developed by Ang (2001) were conducted on the participants for data collection. The questionnaire was carried out online. The data obtained from the study were analyzed with statistical techniques such as factor analysis, correlation and regression analysis, independent sample T-test, and one-way analysis of variance (ANOVA). The findings of the study showed that the deprivation and suffering dimensions of the anxiety caused by Covid-19 have significant effects on the dimensions of consumer behaviour. It has also been found that there are significant differences among the socio-demographic characteristics of the participants, the anxiety caused by Covid-19 and consumer behaviour.</p> H. Mustafa Paksoy Yakup Durmaz Filiz Çopuroğlu B. Dilek Özbezek Copyright (c) 2020 Transnational Marketing Journal 2020-10-20 2020-10-20 8 2 243 270 10.33182/tmj.v8i2.1066 Impacts of positive images of tourism destination exhibited in a film or TV production on its brand equity: the case of Portuguese consumers’ perspective <p>Usually, it is difficult to see a correlation between cinema and tourism; we simply have the idea that they are two extremely powerful forces. Nevertheless, when these forces are interconnected, they represent an unavoidable bout of success in the perspective of tourist images. And in today’s market, there is great competition between tourism companies whereby they are constantly creating and recreating new tourism destinations. This is, indeed, due to the importance of the establishment of a great self-image essential for a positive positioning in the market. For that reason, we intend to stress the importance that the positive images exhibited in cinematographic productions have on the construction of the brand value of a tourism destination. According to the results – it is logic to affirm, through the quantitative and qualitative analysis carried out in this study that film tourism gives a higher value to the brand image of the destinations portrayed reinforcing their brand equity.</p> Sara Nunes Alejandro del Moral Agúndez Julia Fragoso da Fonseca Samiha Chemli Copyright (c) 2020 Transnational Marketing Journal 2020-10-20 2020-10-20 8 2 271 295 10.33182/tmj.v8i2.1036 Front Matter TMJ Copyright (c) 2020 Transnational Press London 2020-10-20 2020-10-20 8 2