Transnational Marketing Journal Volume 10 - Number 2 August 2022

Editorial Pedro Longart and Katia Iankova 201 Reconditioning the Freshman Gene: Can a “Positive Visualisation Course” Successfully modify Freshmen Students’ Perceptions of a University’s Brand Image? Marilia Kountouridou and Dino Domic 203 Examining the Relationship Between the Level of Cognitive Dissonance Experienced and Customer Satisfaction: A Management and Marketing Perspective Mehmet İsmail Yağcı and Onur Başar Özbozkurt 215 Balancing the segmentation and behavioral principles towards acquiring customer insight. Case of household management services and products. Jozef Bucko, Emil Exenberger and Jana Héjjová 235 The Impact of Perceptions of Social Media Advertisements on Advertising Value, Brand Awareness and Brand Associations: Research on Generation Y Instagram Users İbrahim Halil Efendioğlu and Yakup Durmaz 251 Viability of compensating employees in cryptocurrency – An exploratory study Bharti Pandya and Priya Rao 277 Stimulating Salesperson's Innovative Work Behavior: A Study of Microfinance Institutions in Indonesia Slamet Ahmadi, Susanti Widhiastuti, and Irfan Helmy 295 Consumers' Online Buying Behaviour during COVID-19 Pandemic Using Structural Equation Modeling Afzal Hossain, Shahedul Hasan, Sumayya Begum, and Mohammad Amzad Hossain Sarker 311 The Effect of Perceived Benefits of E-Commerce Platforms on Online Purchase Intentions in The Context of the Pandemic Covid-19 Begüm Şahin and Murat Güler 335 Mapping Corporate Social Responsibility Research: A Bibliometric analysis Rameet Kaur Sawhney, Puneeta Goel, and Sachin Bhardwaj 351 Pereira Market Scan: Market Intelligence Framework Leandro Pereira, José Santos, Carlos Jerónimo, Rui Vinhas da Silva, and Natália Teixeira 375 Stimulating Salesperson's Innovative Work Behavior: A Study of Microfinance Institutions in Indonesia Slamet Ahmadi, Susanti Widhiastuti, and Irfan Helmy 387 Travel Intentions And Preferences Amid the Covid-19 Pandemic: the Case of Bulgaria Elka Dogramadjieva 403 Determining Attributes for Discrete Choice Experiments in Consumer Research Pedro Longart 425 Towards sustainability: The Impact of Environmental Sustainability of Consumer Goods in the Italian Packaging Sector Lucio Poma, Haya Al Shawwa, Francesco Nicolli, and Valentina Quaglietti