Transnational Marketing Journal Volume 10 - Number 1 April 2022

Vol. 10 No. 1 (2022): Special Issue: Post-COVID Marketing Challenges Edited by Katia Iankova and Pedro Longart Editorial: Marketing after COVID-19: Crisis adaptation, innovation and sustainable technological advances Dr Katia Iankova, Dr Pedro Longart 1-3 PDF Special Issue Articles Branding Al Ain as a tourist destination Pedro Longart, Katia Iankova 5-25 PDF Impact of digital marketing on SMEs performance in Saudi Arabia: Implications on building NEOM Areej Algumzi 27-38 Innovative crisis-response through best human resources practices during COVID-19 Bharti Pandya, Bistra Boukareva 39-60 Antecedents of consumptive behavior prior to the celebration of Eid Al-Fitr during the COVID-19 pandemic Amaliyah Amaliyah, Aminatus Zakhra 61-70 The shifting trend in online buyer's behaviour under the impact of COVID-19 pandemic in Vietnam Ha Thu Nguyen, Thuy Dam Luong Hoang, Huy Khanh Nguyen 71-86 Social media usage in higher education: Role in marketing and communication during COVID-19 Abhishek Shukla, Kamini Bhasin 87-101 Slave to sachet economy: Socio-cultural insights Hernani Manalo, Ma. Riza Manalo 103-118 Revenue management during the COVIDization of the economy Radko Radev, Veselina Yankova 119-138 Exploring the Emirati female student entrepreneurs in the UAE through the theory of planned behaviour V.S. Damodharan, K.A. Asraar Ahmed 139-153 A new perspective of brand equity: the case of pottery craft village collective brand in Vietnam Quang Van Ngo, Dr Ha Thu Thi Vu 155-170 Antecedents of QR code acceptance during Covid-19: Towards sustainability V.S. Damodharan, K.A. Asraar Ahmed