Transnational Marketing Journal 2018-04-13T16:17:17+00:00 Ibrahim Sirkeci Open Journal Systems <div style="clear: left;"><div class="Transnational Marketing Journal"><a class="action" href=""><img style="float: left; margin-right: 10px;" src="/journal/public/site/images/sirkeci/tmj_cover.png" alt="Transnational Marketing Journal" height="347" /></a><p><span><span><strong>Transnational Marketing Journal (TMJ)</strong> 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. <strong>TMJ </strong>is an exciting new title which promotes and show-cases current research into marketing practices and challenges crossing national borders. <strong>Transnational Marketing Journal </strong>aims to publish high-quality papers on transnational marketing, the emphasis being on current interests, marketing practice and theory development. The journal offers an outlet for research and scholarship in this growing field in marketing research. The focus of <strong>Transnational Marketing Journal </strong>is on empirical findings, methodological papers, theoretical and conceptual insights as well as debates and reviews in all areas of marketing regarding marketing practices across borders, reaching multiple countries. A rather critical stance towards marketing theory and practice distinguishes the journal from others. Multidisciplinary contributions are particularly welcome as well as cross-disciplinary debates.</span></span></p><p> </p></div></div> Editorial 2018-04-13T16:17:16+00:00 <p><em>Transnational Marketing Journal</em> is a unique outlet with its theoretical focus and scope where we promote research and scholarship into the cross border practices and behaviours. The three articles we include in this issue are exploring different countries and mobility impact is a cross-cutting theme. Varsha Jain, Chakshu Bhandari, and Ganesh B.E. in their article titled “Discovering the Interpersonal Relationship between Luxury Perfume Brands and Consumers” look into luxury perfume brands sector globally and nationally. The second article titled “Portuguese Sardines - from the ritual to the brand” by Cecília Avelino Barbosa focuses on place branding and network of associations in the consumer’s mind. Bülent Akkaya and Akif Tabak examined the impact of dynamic capabilities on firm perceived marketing performance of small and medium sized enterprises in Turkey. </p> 2017-10-30T00:00:00+00:00 ##submission.copyrightStatement## Discovering the Interpersonal Relationship Between Luxury Perfume Brands and Consumers 2018-04-13T16:17:17+00:00 Luxury perfume brands are an integral part of the luxury brands sector globally and nationally. One of the main reasons for the same is that luxury perfume brands have had an extended usage across cultures and traditions. Additionally, luxury perfume brands are a high involvement category. Thus, this category needs to be developed and promoted with a specific means. This means is the development of a strong and reflexive relation between the luxury perfume brands and the consumers. Further, it should be premised on both value based and utility based satisfaction. Despite this, there is a dearth of studies that have consolidated the means of developing strong interpersonal relations between this category and consumers. Therefore, this paper aims at discovering a framework for consolidating and developing a strong interpersonal relation between the luxury perfume brand and the consumers. To this effect, we have used qualitative research in the form of semi structured personal interviews supplemented by Zaltman Metaphor Elicitation Technique. The findings from these explorations were developed into a robust framework using the precepts of Brand Personality, CAC (Cogntive- Affective- Conative) model and the Triangulat theory of love. 2017-10-31T00:00:00+00:00 ##submission.copyrightStatement## Portuguese Sardines - from the ritual to the brand 2018-04-13T16:17:17+00:00 <span lang="EN-US">Place branding is a network of associations in the consumer’s mind, based on the visual, verbal, and behavioral expression of a place. Food can be an important tool to summarize it as it is part of the culture of a city and its symbolic capital. Food is imaginary, a ritual and a social construction. This paper aims to explore a ritual that has turned into one of the brands of Lisbon in the past few years. The fresh sardines barbecued out of doors, during Saint Anthony’s festival, has become a symbol that can be found on t-shirts, magnets and all kinds of souvenirs. Over the year, tourists can buy sardine shaped objects in very cheap stores to luxurious shops. There is even a whole boutique dedicated to the fish: “The Fantastic World of Portuguese Sardines” and an annual competition promoted by the city council to choose the five most emblematic designs of sardines. In order to analyze the Sardine phenomenon from a city branding point of view, the objective of this paper is to comprehend what associations are made by foreigners when they are outside of Lisbon. As a methodological procedure five design sardines, were used of last year to questioning to which city they relate them in interviews carried in Madrid, Lyon, Rome and London. Upon completion of the analysis, the results of the city branding strategy adopted by the city council to promote the sardines as the official symbol of Lisbon is seen as a Folkmarketing action. The effects are positive, but still quite local. On the other hand, significant participation of the Lisbon´s dwellers in the Sardine Contest was observed, which seems to be a good way to promote the city identity and pride in their best ambassador: the citizens.</span> 2017-10-31T00:00:00+00:00 ##submission.copyrightStatement## The impact of dynamic capabilities on firm perceived marketing performance of small and medium sized enterprises 2018-04-13T16:17:17+00:00 <p><span>Today companies operating in emerging markets face with certain problems especially in turbulence, complex and changeable environment. There are compelling Political, Environment, Social, Technology, Economical and Legal factors forcing companies to adapt to complex and changeable environments. Despite all these challenges, companies should adapt changeable environment and develop strategies to deal with rapidly changing conditions in order to sustain growth. This can be achieved with the help of using their dynamic capabilities helping them remain competitive in the long term. The purpose of this study is to explore the impact of dynamic capabilities on companies’ perceived market performance. The data was collected through a quantitative field research in SME companies operating the Aegean region, west of Turkey. Interviews were conducted with 198 managers of the companies. Especially those managers working in R&amp;D, marketing, production departments were targeted. Key issues such as dynamic capabilities of companies and the market performance of firms were examined based on two questionnaires. SPSS 21 and Amos 16.0 were used for statistical analyses. Multiple regression analysis was used to investigate the impact of dynamic capabilities on companies’ perceived market performance. The results of the study indicate that companies’ perceived marketing performance depends on dynamic capabilities. The empirical findings suggest that dynamic capabilities have a positive effect on operational capabilities which in turn have a significant effect on the performance of the firms. Companies can sustain growth by using their dynamic capabilities while making certain strategic changes to improve their performance.</span></p> 2017-10-31T00:00:00+00:00 ##submission.copyrightStatement##